BEAM GLOBAL: NEW AD BUDGET TO GET PEOPLE TALKING

In an interesting article written by Ad Age’s Jeremy Mullman, Beam Global says it plans to refocus its $100 million budget on “word-of-mouth” advertising. CMO Rory Finlay says that while advertising isn’t dead, “it's more about fanning the flames [of word-of-mouth] than anything else.”The company is introducing revamped creative on about 75% of its global brands this autumn in which to generate stunts and promotions that will get people talking. So while the “talk generating” stunts won’t replace Beam’s traditional