Don't disrupt, engage says CP+B's Hicks

10/27/2006 | Advertising Age (tiered subscription model)

Speaking at the Forrester Consumer Forum, Crispin, Porter + Bogusky CEO Jeff Hicks cautioned marketers not deploy disruptive strategies to get media consumers to pause the DVR and pay attention. Instead, Hicks said, marketers who create content that is "so motivational and useful" that "consumers are not willing to live without it," will find success.

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