Today's communications landscape requires companies to be part of content creation as it relates to their own brand. That's according to Nissan's corporate VP, global head of marketing, and brand strategy Roel de Vries, who spoke with PRWeek editor-in-chief Steve Barrett during an interview at the automaker's production studio in Yokohama, Japan.
"How to go about content is probably the biggest change at the moment in the world of marketing and communications," de Vries said. "The big difference is we need to be far more part of the conversation, we need to be far more in the middle of it, driving it, and not only be the company that sends messages out, but also the company that engages with consumers.
"You hear that a lot - it's a common trend everywhere. The question is how do you do that?"
Watch de Vries explain Nissan's content-creation strategies in the full interview with Steve Barrett in the video above.