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  1. jonhaywooduk 19 Sep 2015

    Indeed the genie is out of the bottle and the lines between who delivers what part of a campaign are truly blurred. If I look at the Cannes Awards this year I could honestly say it’s hard to put a finger on who you think delivered what part of any particular winning creative idea.

    It is indeed time to stop thinking about silos (for me they are channels) and for us to start thinking about positive experiences we can create and, just as importantly ) how we use paid, owned and earned channels to get people to, through and out of the experience.

    Nice in theory, tough in practice -only because this shift-change has to start with brands and how they organise themselves (and how they brief and ‘integrate’ their agency partners).

    Bring it on!

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