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The Best Fix for Media Fragmentation Is Creativity: Nissan's Roel de Vries

Every New Choice for Consumers Only Heightens Need for Creativity

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Creativity has always been king but every new option for consumers only makes it more important, according to Roel de Vries, global head of marketing, communications and brand strategy at Nissan Motor.

"We can rationally work out what story we want to tell people, what message as a brand we want to get across," Mr. de Vries said in this interview during the Cannes Lions International Festival of Creativity. "But how to get it across in a world where people can choose what they want to listen to comes down to creativity."

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