Engagement with Consumers
Frederic Bonn, Executive Creative Director at Razorfish, discusses the role of creativity in advertising. He explains that though it’s important for brands to differentiate themselves to be successful and reach the consumer, they must look at themselves objectively and be able to explain why they matter to consumers.
“If you want to be relevant, you have to differentiate.“
- Frederic Bonn
- Published November 2011