Chippa Wilson - 'All Terrain'
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Chippa Wilson - 'All Terrain'

Rick Snowden - STAB 7 Sep 2017

It could be said that marketing is becoming the industry's most challenging occupation. Each day from the morning swipe to the evening scroll, we're peppered with product placement. The audience is savvy and the struggle to create a compelling and memorable offering borders on the impossible.

Should brands be pouring budget into obtrusive ad banners? Should they fund the Zuckerberg empire with Facebook spends, buying their way into the feeds of the masses? Instagram influencers? Isn't that for coconut water start ups and fledgeling bikini labels? In this post-surf-boom economy, how should Stab present surf goods for the partners that keep our lights on? Without them the house of cards crumbles – we all lose. It happened to bodyboarding.