Wavemaker: Consumer Engagement Is Conversations, Not ‘One Big Idea’

Creativity in media is less about pushing one big message out to lots of people than it is generating conversations with consumers at every step of their purchase journey, says David Gaines, Chief Strategy Officer, Wavemaker US.

“We’re moving away, I would argue, from media planning and saying ‘well, we actually need a content strategy,’” Gaines says in this interview with Beet.TV.

Media creativity involves how to represent the story of a brand in a way that’s appropriate,...

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