Campaign India Team
Apr 04, 2009

“Brand evangelists are like allies:” Starcom MediaVest’s Finnegan

Sean Finnegan, chief digital officer, Starcom MediaVest Group spoke about the dichotomy of control that brand owners face in today’s age where technology allows consumers to initiate a two way conversation with brands which comes with its own risks. Finnegan began his presentation with an example of user generated content that was created centered on Coca Cola. The viral is a short spoof on Coke wanting to sell the idea of “their story” to consumers and inviting a character called Dusty to their headquarters in Atlanta.

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+91 22 69489600

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

15 hours ago

Arpit Garg takes over as president of Weber ...

As president for India, he will strengthen its leadership across communications and advisory services.

16 hours ago

Collective Creative Labs delivers adaptive travel ...

Collective Creative Labs has executed a travel-led campaign for Oppo that reflects changing approaches to production in lifestyle advertising.

2 days ago

Kingfisher Premium launches brand film for Tata WPL

The film highlights women’s cricket through energy, music and shared celebration.

2 days ago

‘Posting Zero’ is just the tip of the iceberg

As AI adoption accelerates, there is a new balance emerging between acceleration and deceleration, where people crave both the hyper-real and the handmade.