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.


More from C2 Montreal

Who gave the best talk at C2?
Forget storytelling. 'Hypertelling' is the future, says Google Zoo founder
Ronnie Dickerson Stewart is Publicis Groupe US' new chief diversity officer
Movers & Shakers: The Media Kitchen, Swift, Miniclip and more
Advertising's new age of responsibility
McDonald's "Grand Big Mac" by Leo Burnett London
Audi "Let it go" by 72andSunny Amsterdam
McDonald's experience of the future helps drive sales
UK most attractive M&A market for agency buyers
McDonald's "Iconic stacks" by Leo Burnett London
Audi Super Bowl spot drives sustainability message
Guardian bans ads from fossil fuel companies
DoubleVerify develops anti-fraud certification for connected TV

insert your text here

insert your text here