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Yes. But like newspapers, they’re still hanging on for dear life. More adventurous brands, usually with large budgets and the willingness to experiment are paving the way to a world where iterative real time responses with user generated content on a general brand theme are favored over the bureaucratic and labor-intensive processes that take 18 months to launch new ideas. In my AGBeat column, I look at Coke’s new campaign and how it might be the precursor to a wave of change in creativity across the industry. 

©2015 Marc Lefton 
All opinions are my own and not reflective of anyone who should be so fortunate to retain my services. 

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