MERCADEO Versión en español
JWTs Jeff Benjamin at IAB Mixx: Consumers want brands to speak out in favor of a social good
29 de septiembre de 2014
Jeff Benjamin, director general creativo de JWT Norteamérica y presidente del jurado de los premios IAB Mixx 2014
Jeff Benjamin, creative general director of JWT North America and president of the jury of the IAB Mixx 2014, closed the general sessions of the first day of the conference. During his speech, he predicted that “What happens in the next ten years will eclipse what we have seen so far, because the culture has caught up with the tools that technology has brought us.”Benjamin listed seven ideas that have shaped his view of cultural change: -Social Networks are democratizing the sales force. -Consumers are going from viewer to participant. -Technology will reach its peak without even being perceived. -Technology needs soul. “By itself it does nothing, it should always be associated with an emotion. -Thought leads ideas. “Many times we question what small ideas have an impact.” -The brand can be a force for good “Consumers want brands to speak out in favor of a social good.” -How conversation will impulse creativity?He ended his presentation by saying that: “Courage and leadership can be scary, but if you do not who will?”
