In this session...
In this session, Beth Marrano, Chief Client Officer, BCW North America, will moderate a conversation with Zachary Roberts, Head of Media & Innovation, Personal Care North America at Colgate-Palmolive, and Diego Bertagni, Executive Creative Director, BCW North America, about how BCW’s Earned-Plus approach — earned media plus paid media, creative technology, data and other innovative capabilities — was used to breathe new life into an established brand and help it win over a completely new audience with a truly killer idea.
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What does it take to make an actual business impact for your client? To move people to take action on behalf of your brand?
It takes creative, imaginative, disruptive ideas, of course. But, the best campaigns start with a brilliant insight that gets turned into a compelling story that can work on any channel and reach the right audiences where and how they want to be reached.
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What You'll Learn from This Session...
- How the marriage of earned media plus paid media, creative technology, data and other innovative capabilities elevates a campaign.
- How to uncover an untapped creative insight to breathe new life into an established brand.
- How to authentically connect to convert brand consumers into brand fans.
