Why are brand marketers uncomfortable with Social Media? Ad Agency IMC2 has made an investment in social media to generate results that would help a brand marketer say, “I can see the possibilities of this Social Media thing.” The path towards effective social media practices and plans will go against the immediate, campaign-centric business model of agencies and brands. How will all this play out and what will be the effect on Campaigns, Clients, Agencies and the work that they do?
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