Social Media & The Rise of the Consumer

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At the 2010 festival, anyone who attended the seminar programme will remember a common consideration that brands would need to start using the benefits of social media in new ways if they were to succeed in the ever-changing digital environment. Tribal DDB said that companies would have to listen first, collaborate second and sell third. Meanwhile, Procter & Gamble’s global marketing and brand-building officer, Marc Pritchard, warned that the industry should aim to shift to

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