Andrew Keller Sends Call-to-Arms to CP+B Employees
CoCreate got permission to re-post an email that CP+B CEO Andrew Keller recently sent out on a company-wide basis to employees. We can only assume it came after his return from Cannes and witnessing all of the inspiring things going on there. In the email, he outlined, at length, the state of the brand world and his forecast for where things were headed, talking about brands and agencies changing culture, about social media as a behavior rather than a medium, about content creation, and just generally creating a brand that was fit for the modern era.
"When you consider the things that this evolving marketing viewpoint brings with it--24/7 communications, a perceived intimacy and real time transparency--a brand needs to know who it is more now than ever. And what it stands for. What we may think of as liabilities have to be turned into opportunities. Silence creates suspicion now. There has never been so much simultaneous demand and opportunity for brands to communicate their values."