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From target to audience

Paolo Labichino

Chief Creative Officer

Ogilvy & Mather


Digital culture has upturned the traditional ways in which brands and their agencies reached consumers. There was a time we took consumers in our sights, and fired our messages at them. Now, consumers have their own media spaces, and we need not just to direct them to the point of purchase, but engage them in conversation.

Instead of taking aim at a target, let's think about involving an audience. This gives the thrust of our efforts a completely different focus. We ask the public for a round of applause, this signifies consensus, and that means we gradually build a brand's reputation. Reputation then builds trust, which not only drives purchase but makes a brand a part of someone's life. In order to choose a brand, we have to know its story, its values, and the force that motivates it to stay in the market.