Don’t write an ad. Start a conversation.
Nick Moore, EVP, Chief Creative Officer – Wunderman
Cannes – June, 17 2008
The days of the brand monologue are over. Today the consumer is an active participant, passionately engaged in conversations with the brands they love and hate. So today’s ideas have to do more than drive an ad: they have to be capable of reacting in real time to everything the customer says and does.
This seminar , delivered at the prestigious Cannes Lions International Advertising Festival, explores how to create a big idea that can sustain a conversation where the consumer's voice is as loud as the brand's voice. Communications that are 'on customer' as well as 'on brand' will be considered. The world where ideas are always evolving, but never losing their unique DNA will be opened up. It was a crowd favorite, drawing a crowd of nearly 800!