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C2 Montréal

"Too little, too late": How not to engage audiences

Sid Lee CEO and C2 creator Jean François Bouchard on why brands shouldn't think in terms of 'consumers' when they're creating experiences

These days, brands are in the business of creating experiences. And when they're doing that, says Jean François Bouchard, CEO of Sid Lee and creator of C2, they need to stop thinking about consumers and start thinking about audiences and participants.

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