Can a brand remain relevant without using social media?

Lindsay Bennett
By Lindsay Bennett | 14 September 2017

This is a feature from the September issue of AdNews. The full content is only available in print - you can subscribe to the print edition or download a digital version here.

The social media explosion means it’s hard to imagine a world without Instagram and influencers being the driving force behind a brand’s cultural relevance. Wendy’s, Snickers and Boost Juice have created entire communities through witty social media commentary and Facebook ads have become the starting point for any business looking to gain traction.

But if the godfathers of advertising such as Bill Bernbach and David Ogilvy managed to launch some of the world’s biggest brands without social media, couldn’t brands manage without it today?

We ask Social Soup founder Sharyn Smith, REA group executive manager of marketing and brand Amanda Chase, AnalogFolk associate strategy director Louise Peacock and PwC’s CMO advisory practice Justin Papps.

Want to read the full article? You can subscribe to the print edition or download a digital version here.

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