The power of influence in the age of reference

Kate Watts argues that media-neutral planning and integrated communications are the result of a change in the nature of authority structures (deference), and out-dated advertising awareness models - which requires a new model based on new influences (reference) and brand risk assessment.

The Power Of Influence In The Age Of Reference

Kate Watts Chime

The communications business is in the throes of tremendous change. And with change comes uncertainty. Advertising in particular is going through a period of prolonged introspection and...