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Now’s the time to nut up and get creative

With everything that’s happened this year, we’re finally seeing brands embrace their human side. Work tech — the platform for the people — is becoming more and more people-oriented in their branding.

“My advice to work tech is that if you were ever going to nut up and just be unapologetically unique, now is the time to do it.”

Bret sat down with Nancy Crabb, the agency’s director of creative services, to hear about trends she’s seeing among work tech brands and creativity itself.

“Stop trying to look like a tech company. … It’s really time to be brave and be an uncomfortably human company. That is way harder, but it’s far more meaningful, and that’s what people will remember a year from now.”