Earning and keeping consumer attention with content and purpose
Emily BarleyWarc
"The consumer is dead. On one level it's a very good thing" declared David Jones, former CEO of Havas, speaking to an audience at the ISBA Annual Conference, held in London in March 2015. "It's the most patronising thing we could think of to describe someone."
Consumers, creatives and media used to be separate players, but now a single person can be all of these things. Technological advances mean that "something that used to cost £30 million can be done in ten seconds for free", Jones observed,...