“A product with an audience is the Holy Grail the brands are seeking…” – Nathaniel Hill, McCann, talks working with brands
In our final interview with panelists at The Pixel Market Finance Forum (Oct 8), Nathaniel Hill, planning partner at creative agency McCann London, gives advice on working with brands.
Words by Melanie Goodfellow
Nathaniel Hill has been devising digital communication strategies for household brands such as Foster’s Lager, Virgin Atlantic, Nokia and Whiskas, since the late 1990s.
“I started out helping brands adapt to the digital age and that morphed into helping brands exist in a totally digital world” says Hill, who is responsible for the Microsoft and Cereal Partners accounts at McCann London.
“Brands have been entirely cross-media for the last 10 years, to one degree or another. Some might argue they’ve always been cross-media. David Ogilvy coined the term ‘360 Degree Brand Stewardship’ long before the Internet existed,” he adds, referring to the late advertising guru.