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Rob Master, North American Media Director, Unilever—on the company’s digital advertising strategy

“Consumers are going through a radical transformation in how they interact with media and how they connect with brands and advertising. We look through the eyes of the consumer. The consumer doesn’t think about having a viewing strategy for traditional, offline media and a viewing strategy for online media. They view the world in a certain way, and what we’re trying to do is mirror that.”

“We’re trying to create what we call a canvas of content. It’s not just about 30-second spots or home page takeover ads, but about taking your idea and rolling it out to the multiple screens that exist now. There’s never been a more exciting time to be in marketing or media than today. We’re living through a modern-day Mad Men. People call that show the glory days of advertising. I actually think this is the most extraordinary time.”

The Full Article: Technologyreview.com

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