Advertising guru believes TV will remain an important channel for the creation of strong and provocative interactions with customers.

Dan Wieden, successful award-winning American advertising executive who co-founded Wieden+Kennedy, suggests that both online interaction and more traditional broadcasting are required to establish strong relationships between companies and customers.

Television used to be a campfire gathering everybody around it. Now, as the interactive relationship is critically important, the campfire is formed of diverse more or less intimate channels. Often messages and conversations attract more attention when initiated first through television. As an example, Wieden uses a campaign his company did last year for Chrysler to help reposition the brand by creating a sense of what the brand values and what Detroit, the world’s former automotive capital, stands for.

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