The Drum Awards for Marketing - Extended Deadline

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By Stephen Lepitak | -

October 23, 2014 | 2 min read

How can brands create culture? That was the question discussed during this year’s DigitasLBi event held as part of IAB Upfronts this year in London and is reflected in interviews conducted by The Drum with some of the event’s key speakers.

Among those offering their answers to the question are Anil Pillai, CEO of DigitasLBi UK; Cindy Gallop, founder of If We Ran the World and Make Love Not Porn; Mat Braddy, chief marketing officer of Just Eat; Chris Clarke, chief creative officer of DigitasLBi; playwrite Alecky Blythe; and filmmaker Christian Payne.

"The interesting question for brands as a whole with what is going on with technology is how they can be relevant and if you want to be relevant you have to be in the moment and you have to know how to use those moments in what you do and of course, with the world of the social web and data, everything is at your disposal to start amplifying things," explained Pillai.

Gallop added that she wanted brands to consider the world where they could do good and make money simultaneously.

"I would love to see them really perpetuating social cultural dynamics. The future should not be about stereotypes, it should be about reality...We should celebrate real people, real life and real issues," explained Gallop although she added the caveat that she did not expect brands to turn their attention to dealing with all scenarios but that they could have a positive influence on more outcomes within their roles of everyday life.

The full video exploring the theme can be viewed above.

The interviews took place during DigitasLBi Upfronts as part of IAB Upfronts week.

Cindy Gallop Digital Just Eat

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