Evolve or Die
Author: Anita Black
Anita Black has over 25 years’ experience in brand and communications research, largely working within research consultancies but also on the client side and within the advertising industry in the 90s.
A significant shift for us is that clientsare now doing things for themselves. Through digital technology, and social media specifically, they are easily able to have direct dialogues with their customers and prospects, cutting out the middleman — us! This is particularly true of those who own the networks, such as Facebook and Google, but a whole host of clients, as diverse as Adidas and American Express, are jumping in and doing some really interesting stuff.
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