Cannes Video With General Motors: Live TV is Better, but the Ads Have to Keep Up

Marketers Need to Ensure Commercials Measure Up to the Environment

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Live events have an intrinsically better hold on TV viewers than time-shifted programming, according to Paul Edwards, executive director-global marketing strategy at General Motors, in this interview from the Cannes Lions International Festival of Creativity. That's part of the reason G.M. is coming back to advertise in the Oscars after five years away. But the challenge is making ads that live up to the environment.

Keep up with all the events at Cannes this week at Creativity's hub here.

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