Digital forcing corporates to be agile

Author: David Walker

Tags: Incite
David Walker: “Some brands are much better than others.  You’re asking a big corporate machine to try and move into the nimble world of the Internet and be floating around quickly.  I’m not sure a lot of them have done a very good job.  The ones that are more successful are working with people that are closer on the ground, agencies that really understand, have got their finger on the pulse.  I think some of the agencies, the big companies are quite distant from their consumers and this shows them up.  The Internet enables them to have a very direct conversation with their consumers where previously that was through channels or retail, so it’s, it’s making them think a lot harder about who the consumer is and how you talk to them."  
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