Marketing, for all its seeming innovation and forward-thinking, is for the most part a largely traditional and static science. Accepted theory abounds and new ideas gain acceptance only slowly.
Traditional marketers continue to contend that mass media is still relevant to the consumer – particularly during the launch of a new brand.
This is something Hotcow and its director Sally Durcan intend to change. In her opinion a brand doesn’t need mass marketing alone in order to establish itself and continue to grow. Indeed, an experiential approach in tandem with a more traditional campaign will be more effective than either on its own.