Renny Gleeson lays out his principles for the ideal mix of campaign and conversation in interactive media and explore whether there really is such a thing as an interactive brand manager, or if there should be.

From beer to jeans, movies to mobile devices, deodorant to sneakers, marketers from the world's biggest brands grapple daily with the opportunities and challenges of the digital revolution. But neither these marketers nor the agencies that serve them are thinking big enough as they seek out answers to digital questions – questions that will never be solved simply by streamlined IOs, web-based analytics dashboards, or even bigger digital budgets. 

You can tell a lot about the way your brand fits into the overall digital  mix by asking yourself one simple question: What is my next job at the company?

Drawing from his years of experience on the agency, client, and publisher sides, Wieden + Kennedy's Renny Gleeson will re-evaluate the fundamentals of digital marketing, our real challenges, what business goals should be and how to staff to meet them, how digital reinforces brand messages but forces marketers to redefine them, and how to structure a marketing organization to win big. He'll lay out his principles for the ideal mix of campaign and conversation in interactive media and explore whether there really is such a thing as an interactive brand manager, or if there should be.

Fourteen years into the commercially available internet, we're starting to see what digital success looks like, and that leaves us with one key dilemma: Is branding good enough anymore? 

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Presenter: Renny Gleeson, Global Director of Interactive Strategies, Wieden + Kennedy

Format: PPT