The consumer’s role in the future of media and advertising.

The consumer is the power player of the future in the world of media and advertising. With production capability at the fingertips of anyone who can afford a computer and obtain internet access, organizations can no longer dictate their message in a unidirectional fashion. According to Marketing Daily‘s Matt Semansky, Digitas CEO David Kenny discussed this while addressing the Canadian Media Directors’ Council’s conference in Toronto earlier today. According to Semansky, Kenny stated “While media campaigns have traditionally begun with creative briefs from clients, that model is becoming increasingly outdated, he said. Today, campaigns must be sparked by consumer insight, with the selection of media channels as critical as message development.” Kenny went on to say, “Above all, professionals in media, advertising and marketing must understand the central role that consumers are playing in the changing media universe. “It’s not that complex if you let the consumer be your guide.” To read the entire article, click here.

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