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CANNES, FRANCE R/GA’s Bob Greenberg used his seminar with Hewlett-Packard CMO Michael Mendenhall to extol the wonders of cloud-based computing, and take a few shots at how advertising is structured. Greenberg is well known, of course, for his broadsides at traditional advertising. He predicted that hosted services would revolutionize marketing, making it more important than ever for brands to earn media rather than buy it.
To Greenberg, platforms like Nike Plus and Fiat’s eco:Drive add to people’s lives rather than merely distract them.
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