Forget "engagement" and "mindshare," DDB CEO Chuck Brymer may have a new marketing buzzword: The Swarm. That's the current, socially networked consumer, who Brymer likens to a school of fish or a flock of seagulls or Duran Duran. OK, just kidding about the last part. Brymer's take basically is that word gets around and people take their cues these days more from family and friends than ads. Makes sense, but he didn't offer that many tips for influencing the swarm, aside from:
- Stand for something.
- Collaborate with your consumers
- Be creative.
The most salient suggestion Brymer had in fact was to consider a new position: chief community officer. (A cursory Google search reveals that a company called Startup Nation already has one.)
Like Lachky, Brymer was also able to keep the crowd awake with some of that brilliant (and I mean that non-ironically) DDB work, like this one for a Dutch firm called Central Beheer.
Brymer's talk was preceded by Mary Dillon, McDonald's CMO, who continued the company's very successful efforts (again, non-ironic usage here) to change its image for the better. Working with Greenpeace to save the Brazilian rain forest is just one of the reputation-saving changes McD's has put in place of late. (Of course, that came after some prodding.)
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