Carlsberg, Dunhill, Henkel and FC Barcelona: Digital cases and trends from IAB Interact 2012

A conference report presenting advertiser and agency campaign case studies from IAB Interact 2012, organised by IAB Europe, the digital marketing trade body.

Carlsberg, Dunhill, Henkel and FC Barcelona: Digital cases and trends from IAB Interact 2012

Joseph CliftWarc

If there was a single shared message from the case studies presented at IAB Interact, an online marketing industry event held in Barcelona in May 2012, it was this: the digital revolution has already happened, but many brand owners are resisting its implications – which demand a fundamental shift in the way they market their goods and services.

In his keynote address to delegates, Igor Beuker, managing director at ad agency LaComunidad, urged brand owners to tear up their old marketing budgets,...

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