Tania’s POV: What Global Clients Are Asking For?

From New York to Dubai, creative alone just isn’t enough anymore

Let’s be honest, things have shifted. The briefs I’m seeing now from global clients aren’t just looking for a “cool idea” or “something viral.” Those days are gone. Whether it’s a client in New York, Dubai, London, or Johannesburg, the request is becoming sharper and more layered. They want work that’s not just creative, but strategic, measurable, and backed by real insights.

It’s not just about standing out anymore, it’s about standing for something. Brands seek ideas that drive action, deliver data, and establish lasting memory structures to their consumers. How we should be thinking is how do we tap into how the human brain is understanding, why consumers remember certain experiences and others not .This is memory science, attention psychology, and behavioral triggers. We’ve moved beyond impressions and reach the conversation needs to be how we’re now talking retention, resonance, and ROI.

What I’m noticing is that creativity is still at the core however it has to be plugged into a system. We’re building campaigns that stretch from a 3DDOOH moment on the street all the way through to digital conversions, using everything from AR gamification to AI-driven targeting to close the loop. When we begin to consider how to engage every sensory touchpoint, we open the door to exploring campaigns that connect at a core memory level

Clients should be asking:

How do we own more attention share, not just screen time?
How do we collect meaningful data while offering real value to the consumer?
How do we create something memorable that connects across cultures and devices?
This is where we come in. At Immersive, we don’t just make it look fantastic we make it work hard. We’re marrying 3D design and emotionally intelligent storytelling to deliver experiences that stick. From that initial wow moment in 3D to the data-driven insights that shape the next campaign,we’re building creative ecosystems that are future-fit.

So yes, the brief has changed. But honestly? It’s better this way. We get to push boundaries, challenge assumptions, and create work that doesn’t just exist, it performs, leaves memories, loyalty and recognition.

Let’s go there.