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The Roundtable #40

Creative Leaders Call for More Transparency

Summary

Up until recently, brands would shield themselves behind carefully crafted advertising and comms, portraying only their “desired brand image”. But as consumers gain free access to more and more information, they can now see behind the curtain and evaluate brands on their own terms. Transparency has become mandatory for brands that want to ensure a steady flow of trust between them and their consumers. This edition of The Roundtable brings out the hard truth that’s been growing for years – brands are no longer in control. We partnered with this year’s edition of the Cannes Lions Festival of Creativity, Lions Live, to have some of the most experienced creatives and marketers answer our questions on this matter:

· Ann Mukherjee, Chairman & CEO, North America at Pernod Ricard

· Pepe Aguilar, Former President & CCO at Grey Wing New York

· Luis Miguel Messianu, Founder, Creative Chairman, CEO at Alma

· Ronald Ng, Global Chief Creative Officer at Isobar

· Susan Credle, Global Chief Creative Officer at FCB Global

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