It is not the strongest of the brands that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change. Society, economy and technology are changing faster than ever. This makes today’s consumer more difficult to capture than ever before. The new consumer changes direction, location and even identity in the blink of an eye. Fitzroy strongly believes that in this era brands need to be as agile as their target audience – and their competition.