Kenyatte Nelson, Non Executive Director at British Retail Consortium, tells us why he doesn’t conform to the norm of creativity, identifies where modern brands are currently missing a trick, and gives a key piece of advice those in the industry should heed to become a really great marketer.

Speaking from his experience in fashion marketing, Kenyatte explains how brands need to understand the emotions that drive consumer behaviour and choices, in order to create compelling narratives.

He also shares what he thinks the current opportunities are to engage customers in different ways, including new spaces such as Web 3.0.

When it comes to partnering with a new agency, Kenyatte describes what point of difference he looks for, why an agency’s point of view matters, and what agencies can do to best solve complex, consumer-centric problems for brands.

Click here to watch the Through the Lens series.