Olivia Parker
Sep 27, 2017

Culture and 'acts', not ads, say Spikes speakers

Speakers from two different sessions at Spikes had thoughts on a similar theme about how campaigns can reach real people.

Jayanta Jenkins of Twitter on what it means to be truly cool

Two sessions on the first day of Spikes Asia 2017 suggested that brands need to put less focus on ads and instead prioritise the generation of real culture and meaningful acts to reach consumers.

In a presentation titled “How do brands create culture, not advertising”, the global group creative director of Twitter, Jayanta Jenkins, said that if they want to make relevant work, agencies should stop pursuing “the cool effect”.

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