Leo Burnett Creative Chief Susan Credle Has the Most Important Question for Your Brand

Have you persuaded the consumer you're worth his time?

In 1996, I was a creative director at BBDO working on the M&M’s account. I remember going out to Hackettstown, N.J., and saying we probably needed to create a website. This was seven years after Sir Tim Berners-Lee had created the World Wide Web. As I recall, we found two companies that built sites back then: RedSky and Interactive 8.

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