Advertisers Urged to Give Up Illusion of Message Control
Russ Klein, president for global marketing, strategy and innovation at Burger King: "As consumers “wrest control away from brand-management control freaks,” he advised his peers, “get over it,” because “turning your brand over to the consumer is taking control - and in fact, if you do, they’ll return it to you in better shape.” Quoted by Stuart Elliott of the NY Times (subscription needed) at the 96th annual conference of the Association of National Advertisers in Orlando over the weekend.
About BL Ochman B.L. Ochman, Managing Director of Emerging Media for WPP-owned Proof Integrated Communications, has been helping Fortune 500 companies strategically incorporate new media into their marketing mix since 1996.