Point of View: People as media

The consumer has always been the most important medium and the ultimate arbiter of a brand message, regardless of medium.

Point of View: People as media

Joe Mandese MediaPost

Lately I have begun to think that advertisers and agencies have become consumed by what industry wonks would refer to as ‘unpaid media'. In the old days, that meant public relations. These days, it usually means social media, which has rapidly supplanted – or possibly re-energised – PR in the marketing mix. It's also transforming the way traditional ad agencies think of themselves, their role, and what they can do to influence the conversation for their clients’ brands.

I'm sensing a great deal of excitement and opportunism, but I've...

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