Catharine Hays on the Future of Advertising
Catharine Hays, Project Director of Wharton’s Future of Advertising program, tells us why we should care about the Future of Advertising. The project seeks to reinvent the scope, practice and value of the word Advertising. It’s more about redefining what Advertising means, and looking at the audience, instead of being intrusive and interruption focused.
“Corporations have products we want, so why not have a good symbiotic relationship?” asks Hays. Customers have the power to destroy the advertisers who don’t fulfill their promises, and companies are starting to realize this. They are now recognizing that they must be part of conversations.