Our approach
You only need to walk through a busy London street market or a City trading floor to understand that markets are primarily conversations (usually very noisy conversations). We are now, more than ever before, in the age of conversations. Brands talk to consumers, consumers talk to brands, and consumers talk to consumers about brands. Participating in and ideally shaping these conversations is now the chief strategic challenge for successful brands.
These conversations are not just happening in the digital space. They are now part of the culture in traditional media, from phenomena like Susan Boyle through to reality TV shows. The audience is no longer passively sitting back. It is now very much sat forward, actively contributing to and shaping the experience.
At Publicis, we believe creating buzz is not enough - that way, you just add to the noise. The real challenge is to create contagious ideas that change the conversation. Brands that succeed make their marketing investments work harder. Study after study shows that those brands which can generate positive discussion, outgrow their category. So if you can ignite conversations, you can ignite markets.
