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Our Customers: Eyeballs who View Ad Inventory or Valued Partners?

OK, I’m not sure if this is an "old school" vs "new school" thing.  But two things jumped out at me from today’s "Media in Canada" newsletter (a newsletter I both enjoy and am frustrated by on a regular basis).
First, Mike Welling, President of doug agency, wrote a letter to the editor of MiC, praising the Grand Prix win of "Evolution" from Dove.  The campaign was certainly amazing, and Welling credits forward thinking leadership inside Unilever for getting that great creative launched.  Now, I agree, the creative behind "Evolution" is wonderful, but there is no mention of the vital, essential role that social media played in it.  If YouTube weren’t around; if fans weren’t able to blog it, would "Evolution" have been so successful?

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