In these two video interviews, Mark O’Brien, president of DDB North America, and Rob Horton, vice president of marketing at Glidden Paint, give their insights into how brands can become or stay influential in their industry.
At Advertising Week last week, Mark O’Brien, president of DDB North America, sat down with ClickZ to discuss some strategies brands could use to further their influence in the industry.
In this video interview, O’Brien gives his definition of “influential,” and cites some case studies that show how brands can grow from average to influential.
Using the example of U.K. subsidiary Adam & Eve DDB, which won Virgin Atlantic’s advertising pitch in August of this year, and is going to develop a content and social-led strategy for the airline, O’Brien explains why brands should use content and social to drive their influence.
To give a brand’s perspective, Rob Horton, vice president of marketing at Glidden, a division of PPG Industries, one of the largest paint manufacturers in North America, also chatted with ClickZ about how to build an influential brand.
In this video interview, he talks about Glidden’s marketing approach, as well as how to manage your reputation if you make mistakes on the road to becoming influential.