Hasta La Creative!

Even before the internet was firmly established, Peter Brabeck-Letmathe, chairman emeritus and former chairman and CEO of the Nestl Group, strove to establish a one-on-one relationship with consumers. His view was that mass communications was no longer effective.

“You have to become more and more a one-on-one partner with your consumers. But in the early ’90s that wasn’t the model, Peter told me in a video interview for his induction into the Advertising Hall of Fame. When ad agencies bought media for Nestl campaigns, they wanted Nestl to broaden the message by increasing frequency.

“[They said,] ‘Make your sending strong. Push more,’ and I said no. If I’m not recognized by the individual as a partner, they won’t listen to me.”

Continue reading at AdAge.com