The fundamentals of marketing don’t change but the context of our brand building is changing faster than it has ever done in our history. We focus on four key areas, which we believe are the ones leading consumer entertainment: entertainment, content, technology and data.
Over the years we have been aggressively experimenting with digital and it is our intent to be a pioneer. We want to try things and scale them quickly if they work. We adopt a real entrepreneurial approach in order to deliver break-through marketing around the world.
It is important that whenever we look at technology we look at it as an enabler. Rather than using technology for technology’s sake, we use it to underpin the big idea and to help drive deeper levels of engagement.
Our philosophy is to adopt an entrepreneurial spirit and take advantage of the changes happening in the world. We have strong relationships with all sorts of digital experts including everyone we meet in Silicon Valley or at TED. We work with the Massachusetts Institute of Technology too. Equally we work with the big players: Facebook, Google and Apple.
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