Verizon Wants to Put Real People and Real Stories in Its Advertisements

It's part of the company's efforts towards showcasing authenticity, CMO Diego Scotti told Adweek

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

CANNES, France—Authenticity in advertising is paramount to brands right now—consumers are savvier than ever. How brands that deliver that authenticity, however, differs.

Diego Scotti, evp and CMO of Verizon, told Adweek in a conversation on Verizon Media Beach at the Cannes Lions International Festival of Creativity that consumer desire for authenticity has led Verizon to exclusively use “real people” and “real stories” in its advertisements—not actors and scripts.

“We have really pivoted to have a very strong focus on authenticity that to me is at the heart of really good brand marketing these days, ” said Scotti.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in