Mike Stopforth

None of our clients have a content problem. (...) They have a storytelling problem.

Marketing, branding and communication cannot be owned by one department in the business. It needs to be the mindset of the entire corporation.

All that brands have left as a differentiator is credibility.

We've arrived at a place where there is quite a lot of disillusionment on the part of today's customer, who is a lot smarter, a lot more connected, and a lot more influential than they ever have been before.

It's not about a brand that 'won' as social media. It's about a business that enabled a group of people—with a creative aptitude and an understanding of the zeitgeist and what was happening at that particular point in time—to act very quickly.