Matthew Miller
Apr 26, 2012

Everything we know is wrong: 'Grumpy' duo takes on industry myths

SHANGHAI - Conventional wisdom about television, pre-testing, love of brands, and western models of marketing success came under the rapid-fire but good-natured attack of two regional agency leaders in a spirited presentation today at the Asian Marketing Effectiveness Festival.

Campbell:

Rob Campbell pictured, regional head of strategy at Wieden Kennedy Shanghai, and Charles Wigley, chairman of BBH Asia, took turns poking holes in the myths and unquestioned assumptions that often drive marketing and creative decisions.

The death of TV

By rights, none of us should be making TV ads anymore, because the general belief is that digital will absolutely take its place, Wigley said. But if you look at actual data,...

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