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First we had Unilever's rallying cry to its agencies to bring more magic and less logic to its marketing (Marketing, 25 October 2011). Now Diageo is making a similar challenge to its creative agencies
The former global chief marketing officer at Unilever, a Cannes festival regular, casts a sceptical eye on last month's celebrity-laden event and its client and agency attendees.
It's not a word that sits naturally in the brash world of advertising. But as the global economy stumbles forward, humility is the concept brand owners must embrace to engage with the consumers on whose patronage they depend. Euro RSCG's Russ Lidstone explains.
