Why 30-Second Ad Spots Don’t Cut it Anymore

Dear Client:  "In an industry as dynamic as ours, getting the attention of our shoppers whether a supplier, a distributor, or a retailer is now harder than ever," said Dan Sanborn, head of Diageo's culture and partnerships team at this year's WSD Summit. Recently, Diageo has focused more of its marketing efforts on developing strategic partnerships to promote its brands. "I do not do 30-second advertisements, I do not do not do one-minute advertisements, I do not write radio creative,"