By Staff, campaignlive.co.uk, Tuesday, 23 June 2009 09:20AM
Watch the video to hear Steve Aldridge, the creative director at Partners Andrews Aldridge, about the UK's paltry return in the 2009 Cannes Direct Lions.
Darren Kay, the joint executive creative director at TMW, also analyses the 2009 winner, McCann Erickson's campaign for Tourism Queensland.
This article was first published on campaignlive.co.uk
For the past few decades, marketing has been dominated by a mass-media paradigm. During that time, we’ve defined the ‘best’ marketing as that which makes the most efficient use of broadcast media, and as a result, we’ve spent decades perfecting an approach that’s all about reducing the cost of interrupting people.