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.

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