THE widespread changes in consumer behavior and technology that are prompting marketers to rethink how they sell products are much on the minds of Madison Avenue. That was underlined on Wednesday by spirited discussions during the third day of Advertising Week 2011.
According to Calle Sjoenell, deputy chief creative officer at the New York office of Bartle Bogle Hegarty, a marketer wanting to be integrated into social messages must “find an issue that really works with your brand.”
“If it doesn’t,” he added, “don’t do it.”
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