Chobani introduces "phigital" marketing
Geoffrey PrecourtWarc
The white-on-blue reversed-type screen behind Peter McGuinness at the Association of National Advertisers' (ANA) 2015 Digital & Social Media East Conference on Amelia Island, Florida, told a new story:
"The convergence between physical and digital is 'phigital.'"
And thanks to the Chief Marketing & Brand Officer at Chobani, Inc. – a consistent champion of innovation – brand stewards everywhere had not just a fresh concept, but a buzzword to go with it.
"It's a complete convergence between physical and digital," McGuinness insisted. "It's not one or the other; it's both, in combination.
"By...