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.
Digital dominated Day Three of the Cannes Lions 2008 festival seminar. The day began with Isobar’s CEO Nigel Morris giving an honest account of the dilemma facing the communication industry today- how can traditional agency minds get out of the typical ‘campaign’ mode of thinking, and think more of devising a solution that best suits the audience that the brand is talking to by identifying a need in the market that the brand could then adopt.
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