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In a landscape where corporate communication often falls short and public trust in big business and governments is diminishing, the challenge for large organisations lies in navigating what to say and how to say it. This complexity is exacerbated by the rise of climate activists, political divisions, misinformation and a general apathy towards corporate brands. Richard Edelman, CEO of the largest public relations firm in the world (by revenue), said that despite these complexities, brands must lean-in and play an ‘offensive game’ to stay visible and relevant. According to the 2024 Edelman Trus...
Euronews (English)
There’s been a lot of talk about personalisation and hyper-personalisation at this year’s Cannes Lions Festival of Creativity. As well as the drive by advertisers to strike up much more focused and targeted relationships with potential customers, with digital growth raising the game. Looking through a ‘personal lens’“Over the last 15 years, we've commissioned research into what makes a brand really meaningful. “What we've seen in the data is that actually there's a big shift back towards a personal lens on everything,” Joanna Lawrence, Global Chief Strategy Officer at Havas Media Network, told...
Euronews (English)
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