Adapting In a Digital World
An advertising executive shares strategies for a new market
Here is an insightful article from EVP, ECD Jeanie Caggiano of Leo Burnett on how major brands are adapting in order to create a lasting impact on their audiences in an ever-changing digital world. I have had the pleasure of working with Jeanie and contributing voice over on the notable and humorous ad campaign for United Healthcare since earlier last year. She says:
Evolve or die. It’s as true in business as it is in biology. Just ask Kodak. Problem is, legacy businesses—let’s say those born before the digital age—can’t always move quickly when something upends their model. Legacy agencies, too, have had to evolve or die. But technology hasn’t changed the need to engage people in a great idea. It simply changes how and where we execute it.
Caggiano, Jeanie. Disrupt or Be Disrupted: How Legacy Businesses Are Changing The Game. Leo Burnett. Web. 29 Sept 2016. 6 Oct 2016.