At the PSFK Conference Asia 2008, Rob Campbell (Sunshine/M&C Saatchi) explains why he believes the future of brands is about creating fate – not advertising.  Claiming that ad agencies don’t know the difference between an idea and an “ad” idea, Rob describes why true creativity is more cost effective than common philosophies of formal research & development, distribution and brain-washing media spend.

Rob explains why companies who are looking for the ‘single insight’ are wasting their time and that companies who understand people and culture – not categories – and who have a way to transform it into something that is motivating, will ultimately win.

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