This is a free excerpt from AdNews October feature 'Five Minutes with...' To read the full article download a digital version of AdNews. You can also subscribe to the premium print edition here.
Snapchat is the most hyped media channel. It's captured the attention of Gen Z and millennials, takes a new approach to mobile video and now it’s making wearables. But it's still an unknown quantity to marketers. It opened here in April and Kathryn Carter has been on deck since August.
"I’ve been humbled by the genuine sense of excitement about the platform. The conversation with marketers splits into two distinct categories. Those whose brands have used Snapchat in the US or UK, and others that haven't. Those that know us have seen the effectiveness of results overseas, they’ve got global approvals and confidence in the platform. Brands like McDonald’s are embracing all elements of the platform and it’s really working..."
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