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MIAMI Under a blanket of heat and humidity, the 44th annual Clio Awards kicked off yesterday at the Eden Roc Hotel in Miami Beach, Fla., with a talk about cult brands and a panel discussion on up-and-coming directors.
Douglas Atkin, chief strategy officer at Merkley Newman Harty & Partners in New York, spoke on “Cult Brands: How to Get Inside the Hearts of Consumers.”
“The whole idea is to find out what makes people attracted to cults and religious organizations and apply that learning to brands,” Atkin said in an interview before the talk, which stemmed from research he conducted for an upcoming book.
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