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A veteran of the advertising industry, McCann Asia-Pacific President Charles Cadell has seen a seismic shift in how brands present themselves - prompted largely by the presence of mobile phones and the power of social media. In this research-based presentation, Charles delineates these changes and focuses particularly on Asia's consumers, who combined make up half of the world's social media users. Through vivid case studies, Charles puts forth the idea that the success of a brand today no longer depends just on smart marketing, but on the very ethos of a company.
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