10 principles for marketing in the age of engagement

Jim Carroll, UK chairman of BBH, argues that where once we judged ads on first whether they communicated the core message, and then whether they were involving/engaging – now we must reverse the priorities.

10 Principles For Marketing In The Age Of Engagement

Jim CarrollBBH

When I began my career in advertising and attended my first creative reviews, I recall there was a clear priority to the criteria by which scripts or ideas were assessed. First...

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