Thought Leadership Disrupted: New Rules for the Content Age
Track: Global Customer Engagement : :
Thursday, September 29, 2016, 2:45pm – 3:15pm
Held in: QCC

Mina Seetharaman
SVP, Global Creative Strategy
The Economist Group

Executives are being exposed to a proliferation of content as the new communication rules demand that brands also become publishers.

In this world of branded content, with the amount of content exploding, how do readers pick their go-to sources?  What do they value enough to get through their filters? And given that challenge, how do marketers manage their internal stakeholders in order to respond effectively to make the short-list?

The Economist Group’s latest research program, conducted in association with Hill + Knowlton, explores how brands use content to break through the clutter to build trust and inspire brand loyalty with their global customers.