Campaign India spoke to Charlie Crowe, chief executive, C Squared and Festival of Media founder at Goafest 2011 and asked him where Innovation was heading in the context of media agencies. We also asked him his views on crowdsourcing; how much is too much?
Crowe said, “Most of the work that we do at CSquared is based on what we are hearing from global marketing directors. And what they are telling us is that most of these new channels and platforms are having a profound impact on how they are planning to spend their budgets. What the advertiser loves is the feedback loops that come in from social media. So we are seeing an increasing amount of case studies where traditional media forms like television are being fused with things like Tweetdeck and Twitter.”