True words here from Alex Maclean of Airside. This clip is from April 2008 and although this approach has been
talked about in many ways, convincing clients may still be an uphill struggle. By focusing on innovation and new channels this may cost more budget but the exposure and effect within consumers minds should gain results if done
in the correct ways. I'm currently working with and researching relationship brands, where innovation is one key to this.
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