Beyond content
Peter BuckleyMEC, London
"Don't just stand there, do something."
Dick Dastardly
"Ever since the arrival of television, brands, their owners and advisors have been obsessed with what brands say at the expense of what brands do."
Jeremy Bullmorei
1. Summary
As content explodes and media further fragments the marketing communications industry has become too focused on the creation of content as the solution to all brand needs. In the future brands will benefit greatly from broadening their perspective of communications by adding more palpable solutions to their channel mix.
2. Introduction
Last year Google's then CEO...