Pepsi's VP Marketing Says ‘Start Backwards' To Create Ads Fit For Modern Culture
Obviously creating ads or content for the water and wastewater professional is very different than creating ads supporting one of the world’s largest soft drink brands but there’s a lot we can learn from this post of TheDrum.com. As John McCarthy writes, Pepsi starts its creative effort by searching out what people are “organically talking about.” It’s much the same for our clients in the world of brand publishing – identifying the issues and concerns of your audience and supplying the answers by way of intelligent and informed, actionable content:
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