So are we now moving from the era of social-media-driven brand narcissism to an age of social-media self-control? No, according to Natalie Cummins, chief executive of Zenith UK.

“Brands are just still too excited about content, as they see what it can do for names like Always and Dove,” she says. “These brands started with a vision, and content was just the most appropriate way to deliver that message. Too often, we start with the question: ‘What content shall we do?’”

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