Secret Marketer: A new breed of brands are making me reassess marketing

In the midst of 2017 planning, I had to make presentations to convince those in charge of the purse strings about what I was going to spend the budget on. I thought it would be a good idea to communicate to these slightly older folks that now that we all have devices connected to a network, we can make any kind of content or service and, by and large, we live in a world of almost free information.
But as I looked for examples to help make my point, I realised the problem with this new world