The chief digital officer for a major brand argues that his position ought to be eliminated.
Company has its own space and programme of events at festival.
From Wyclef Jean to Cindy Gallop to its massive beach house, the tobacco company really, really wants to tap the creative community to help it give the cigarette alternatives story consumer traction.
The tobacco giant wants creative people on its side as it looks to step up marketing around its smoke-free products. But the decision to work with a tobacco brand is still not straightforward.
The move signals changing dynamics between Big Tobacco and advertising.
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