How Far Should Personalization Go?

Consumers crave human moments of discovery, says JWT CEO

"Frictionless sharing" may be all the rage in social media and advertising, but during his Social Media Week keynote Monday morning, JWT CEO David Eastman offered some words of caution: "You need friction to make things human or real." And to a growing extent, he continued, that's what consumers want.

“Consumers are increasingly craving human moments of discovery” that capture serendipity, he noted.

Facebook's massive scale and ability to amass data on its 845 million users, he added, have made it an unrivaled online identity broker.

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