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Brands Must Embrace 'Creative Democracy'

Most marketing is annoying to consumers. Only by embracing the “democratisation of creativity” can brands ensure they remain relevant to their audiences. So was the conclusion of many speaking at the WFA Global Marketer Conference in Marrakech last week. Brand and agency leaders said in order for brands to become more relevant to consumers, they need to give up some control of their content and make experimentation and learning, rather than ideas of success or failure, the goals of innovation.

Read the whole story at Marketing Week »

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