Theory of evolution

Lazarus, Shelly
September 1999
Advertising Age;1999 Special Issue, Vol. 70, p58
Trade Publication
This article offers an outlook for advertising agencies in the 21st century. The brand/consumer relationship is no longer a one-sided affair in the control of the marketers. The future of advertising is all about reaching the right consumer and doing so via a whole range of points of contact. To build the relationships with the consumer the brand must become increasingly experiential and fully surround the consumer. The job is to provide the right brand experience. This means managing and creatively leveraging vast amounts of data plus consumer insights and then delivering the result as an experience to the consumer in whatever medium is most effective.


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