Promoted
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.

Topics

More from C2 Montreal

Six things that all conferences should do

Six things that all conferences should do

Who gave the best talk at C2?

Who gave the best talk at C2?

"We're in the rejection industry": Will Travis, CEO of Sid Lee USA

"We're in the rejection industry": Will Travis, CEO of Sid Lee USA

Really serious questions in very quirky places

Really serious questions in very quirky places

Reaching younger audiences: 'It's not about being on brand anymore'

Reaching younger audiences: 'It's not about being on brand anymore'

How not to engage audiences

How not to engage audiences

Anyone can be an entrepreneur, even a 13-year-old wannabe DJ

Anyone can be an entrepreneur, even a 13-year-old wannabe DJ

Brain dating in under 60 seconds

Brain dating in under 60 seconds

'Collaboration should be like an earthquake': Michel Laprise

'Collaboration should be like an earthquake': Michel Laprise

9 written notes from strangers that will make you stop and think

9 written notes from strangers that will make you stop and think

Imagine something that doesn't exist ... but should

Imagine something that doesn't exist ... but should

'Dull, drab and uninspiring' (said no one at C2 Montréal)

'Dull, drab and uninspiring' (said no one at C2 Montréal)

Five ways to bring your brand to life

Five ways to bring your brand to life

Surviving the cyber attack of tomorrow

Surviving the cyber attack of tomorrow

Why marketing is indefinable

Why marketing is indefinable

'Brand management: We don't know what that means anymore'

'Brand management: We don't know what that means anymore'

The death of the audience: Google's Mike Yapp

The death of the audience: Google's Mike Yapp

"Having no friends made me more creative"

"Having no friends made me more creative"

'Be scrappy,' says Grindr founder

'Be scrappy,' says Grindr founder

Forget storytelling. 'Hypertelling' is the future, says Google Zoo founder

Forget storytelling. 'Hypertelling' is the future, says Google Zoo founder

Agility and friendship: The pillars of success

Agility and friendship: The pillars of success

'Creativity is the willingness to look like an idiot': Lakshmi Pratury

'Creativity is the willingness to look like an idiot': Lakshmi Pratury

Are you at your creative best under an umbrella?

Are you at your creative best under an umbrella?

Gaming, sport, entertainment ... Is this Cannes Lions' future?

Gaming, sport, entertainment ... Is this Cannes Lions' future?

'Getting social right is easy ...' Entrepreneur Mark Brand reveals his secret

'Getting social right is easy ...' Entrepreneur Mark Brand reveals his secret

Five things to get excited about at C2 Montréal

Five things to get excited about at C2 Montréal

Brain dating and the modern conference-goer

Brain dating and the modern conference-goer

What's so unique about C2?

What's so unique about C2?

The quirky, wonderful and eye-widening world of C2

The quirky, wonderful and eye-widening world of C2

Best ads in 50 years: Dove truly challenged beauty advertising

Best ads in 50 years: Dove truly challenged beauty advertising

KFC: Very fcking clever

KFC: Very fcking clever

Erin Johnson appointed chief comms officer at Gifnote

Erin Johnson appointed chief comms officer at Gifnote

Samsung "Get the phones we can't show you yet" by BBH London

Samsung "Get the phones we can't show you yet" by BBH London

Anomaly's Karina Wilsher to be named global CEO

Anomaly's Karina Wilsher to be named global CEO

Facebook and Instagram sites crash worldwide

Facebook and Instagram sites crash worldwide

How VaynerMedia convinced town to change name to Miracle Whip

How VaynerMedia convinced town to change name to Miracle Whip

'This looks familiar to our Gumtree ad': Fold7 teases John Lewis with Christmas mash-up

'This looks familiar to our Gumtree ad': Fold7 teases John Lewis with Christmas mash-up

Coke retains MediaCom for UK media

Coke retains MediaCom for UK media

Talon wins Havas' OOH media buying business

Talon wins Havas' OOH media buying business

Are we there yet? Hill Holliday's Julianna Akuamoah on accelerating pace

Are we there yet? Hill Holliday's Julianna Akuamoah on accelerating pace

insert your text here

insert your text here