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GLOBAL 2016: Consumers fine with sharing data used intelligently

Consumers of all ages are pushing out information every day. Passively via their newsfeed interactions to more directly with the brands they buy products from. They understand the value of their data and, furthermore, they genuinely want brands to work harder and use the data better. To cite one consumer quote directly: ‘I am allowing you to have this information. You can at least do the decent thing and use it properly’ - Consumers don’t want to visit a brand website to look at shoes and then have shoes follow them around the web for the next three weeks (why do you think ad blockers have arrived?) - with the ad tech options available to marketers today, there’s no reason why this experience can’t be better.
James Whatley
Digital Director
Ogilvy & Mather