More NewsControl? What Control?

Control? What Control?

Deciding how much control of your brand to give up to consumers is like "deciding how much money to give up when you have a gun to your head," Ted McConnell, interactive innovation director at Procter & Gamble, said today during a panel at Ad:tech New York

Deciding how much control of your brand to give up to consumers is like “deciding how much money to give up when you have a gun to your head,” Ted McConnell, interactive innovation director at Procter & Gamble, said today during a panel at Ad:tech New York.

Fortunately, your consumers are usually not so threatening as a mugger. “It’s so much easier to give up control if you are in touch, if you understand them. They’re going to do the right thing,” he said.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts