This is the year where digital should sit at the heart of every campaign. I know that working on international campaigns for clients such as Philips – effective and highly creative use of digital has got the Philips brand talked about more widely and extensively than ever before, and has placed their products further up the consideration list of more and more people.
For clients, the world over, the emphasis has shifted from bought media to earned media. Alongside this, the social media revolution has taken another turn with the rise of Twitter. For me, any innovative use of earned media and emerging digital communities by agencies for brands is doing the right thing with digital. Of course, this will always be as part of a more traditional media marketing mix. Getting brands liked and talked about is an effective way to build market share.
