"We're living in a digital first world. How you play that in your favor is critical." Jonathan Lee, global managing director of planning and strategy at Huge, says that clients must be willing to take a risk, but also clearly define the their brand's capability or service
"One thing hasn't changed and that's value. If you want the user to do something for you, you have to do something for them. We see failure when brands ask users to come to them instead of finding the relevant conversation that's appropriate for the brand, entering it and stimulating from within — thats when organic conversation happens. We used to, for many years, spend time saying, 'Look at me. Look at me.' Now we have to find people, drop ourselves in, gently nudge, chat and find value where we can." Read more...
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