Ad execs: Future is about online engagement

04/8/2008 | Advertising Age (tiered subscription model)

Agencies should focus more on using digital creative to increase engagement with target consumers, ad executives said in speeches during the International Advertising Association's 41st annual World Congress in Washington. "Consumers are the new media and they know it," said Elizabeth Ross, president of Tribal DDB West. "You have to market with consumers, not at consumers. Ultimately, it becomes a collaborative process. It's no longer linear."

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