With the rapidly expanding media landscape, marketers and advertisers have never faced more challenges in reaching consumers, giving them what they want -- when they want it -- and finding brand success and longevity in the interactive space.
Maria Mandel, partner, executive director of digital innovation for Ogilvy Interactive, opened the floor at the 2007 iMedia Breakthrough Summit with some solutions on how to best involve and interact with consumers on their terms, and with some of the more effective approaches to building brands and developing relationships where they count.
Renaming her keynote "Consumer Control," Mandel stressed that the crux of the media world is that the consumers are in the driver's seat, and that it's up to them to determine how to interact with your brand or content.
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