Digital forcing corporates to be agile
“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."