CGM: the power at the margins

Using a wealth of examples - from the Diet Coke/Mentos experiments to Dove, Red Bull and Oxfam - Brian Dargan and Matthew Hunt, from DraftFCB, explain the challenge of 'digital extremists'.

CGM: the power at the margins

Brian Dargan and Matthew Hunt

We now live in a global village ... a simultaneous happening,' wrote Marshall McLuhan with no small degree of prescience in 1967. Forty years later, the notion of simultaneousness is absolutely key to the way we use media, learn and digest information, and build and shape brands. What is more, in this village no sooner is a piece of communication released than we are able to measure who has seen it, who has responded to it, how many ... and (provided you know where to look) ......

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands