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MARKETING

Vodafone went down the publishing route by creating Illallutube, an online-only “TV” talent show that generated heaps of engagement and brand equity

THE (MARKETING) REVOLUTION WILL NOT BE TELEVISED

Richard Muscat Azzopardi

With people becoming increasingly sceptical about the overkill of information being thrown at them, Richard Muscat Azzopardi makes the case for companies to get their message across without it being filtered.

I

If you don’t play along, you’re going to be left behind. There is no place for dead weight in the revolution. No place for “traditional marketing”. No place for “this is how we always did it”.

This has not always been the case. There is a thought revolution going on, and you have a choice whether you want to be part of it or not.

In the words of Gil Scott Heron, the revolution will not be televised. It will happen in our minds: “The first revolution is when you change your mind

t is hard to emphasise how important a brand’s communication efforts have become. Every word spoken by the brand is now under the scrutiny of a savvy audience – and this applies to every touchpoint.

46 - Money / Issue 42

about how you look at things, and see there might be another way to look at it that you have not been shown. What you see later is the results of that, but that revolution, that change that takes place will not be televised.” Humanity has always had a strange relationship with authority. We feel like

Profile for BE.COMMUNICATIONS

MONEY MAY 2017 ISSUE 42  

A contemporary outlook on business, lifestyle and design. Money brings together Malta’s top business and finance experts and the media exper...

MONEY MAY 2017 ISSUE 42  

A contemporary outlook on business, lifestyle and design. Money brings together Malta’s top business and finance experts and the media exper...

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