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.

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