|Title||If Carlsberg did substitutions Pessimism for Opt|
|Campaign||If Carlsberg did substitutions: Pessimism for Optimism|
|Date of First Broadcast/Publication||Subscribers Only|
|Business Sector||Subscribers Only|
In this ‘Google-era’, consumers are empowered like never before. They just naturally expect a few things from any brand, like choice and control, and being able to find out what they want to know easily and quickly. They expect to be able to contribute their opinions, by reviewing, sharing and advising others as part of a community based on trust and experience. And we know how busy they are and how intense the competition for their attention is.
So we see the role of advertising as a persuasive doorway to invite people into the brand and we create modern ideas that these savvy consumers can connect with. Ultimately, our job is to deliver a seamless brand experience through whichever channel consumers choose to engage with brands.