The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World

yet have a natural affinity with our brands, is how we have found lots

of success in terms of building consumer engagement.

RM: You recently caused more than a few television executives

to go apoplectic when you appeared to question the wisdom of allo-

cating TV advertising budgets months in advance during the so-

called upfront season. Are you thinking about foregoing the

upfronts?

LK: Television still is a very significant piece of our mix. So we’re

not pulling out of the upfront.

But what we have done is, we have tried to develop a channel-

agnostic approach, which starts with the big brand idea.

And [that comes from] knowing what we know about who we’re

trying to reach, how they consume media, how they engage, how they

interact, what’s the best way ...