‘Marketing today is anyone, anywhere’ according to Ogilvy’s Richard Brett
Richard Brett, group managing director and consumer at Ogilvy Public Relations, highlighted the importance of creating a diverse campaign in a growing society, making anyone a potential marketer.
Brett: “You have to be something important to just a few people”
Speaking at yesterday’s PRIA conference in Sydney, Brett said: “If you painted the average in the mass you will disappoint and eventually disappear. You have to be something important to just a few people, so marketing today is powered by anyone, anywhere, and it is the move away from celebrity to the diversity of humanity.”
In a session about ‘new thoughts on diversity’, Brett asked the audience to consider diversity and what it means for marketing when creating new campaigns.
