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Bauer: Brands Need To Be Useful

Jonny Bauer, head of strategy at creative shop Droga5, says brands must set out with a credible purpose and assume a role that makes sense to their customers' day-to-day lives. Bauer, who was inducted into the American Advertising Federation Hall of Achievement for his recent work with Puma, LVMH, the New York City Department of Education, Prudential, Microsoft, Axe, Johnnie Walker and Dyson, will speak at the Guardian Changing Advertising Summit to address delegates about the evolution of brand strategies in the digital space.

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