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How Do Brand Marketers Maintain Control When Digital Natives Are Riding Shotgun?

Clare Parker, Marketing & Trade Manager, International at The Exchange Lab Fresh from the Festival of Marketing in London, some clear themes stood out. It is evident from speakers such as Unilever’s CMO, Keith Weed and WPP’s CEO, Sir Martin Sorrell that understanding a digital native’s mind-set is vital if brands want to be a part of the future, especially since by 2025, 70% of the workforce will be Millennials.
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