Nick Moore, EVP, Chief creative officer, Wunderman
Word of mouth media is ten times more effective than media advertising and that’s because people trust people; the trust that governments and companies have among consumers is eroding, so the thing to do is to earn the media of word of mouth by being interesting and likeable; don’t write an ad, say the next interesting thing.
Nigel Morris, CEO, Isobar
We try to get traditional media companies to get out of the ‘campaign’ mindset- That’s when you are talking to the consumer but he may not be willing to talk to you. Traditional media companies have to get out of that kind of thinking and develop continuous brand engagement with consumers.
Diana Verde Nieto, CEO, Clownfish
It is a little unfair this reputation that China has about being a manufacturing economy that doesn’t care about issues like sustainability. They are being penalized, as they have a reputation of all this manufacturing history , which was actually to produce goods for the western world. It may sound farfetched now but I truly believe that China is going to lead the way in sustainability.
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