Commentary

Channel-Shifting

Right now, the OMMA attendees are hearing from some brand marketers, and what they have to say about the idea of managing digital resources?

Chris Curtin, Vice President, Digital Strategy, Hewlett-Packard Company, is responsible for channel-shifting dollars from traditional to digital, and tries to encourage his company to define creativity as broadly as possible

“Today, it flows into all part of the business,” said Curtin. “It’s the types of deals you do, the people you hire -- Creativity is more of a horizontal concept.” … Rather than a vertical concept, of course.

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