BBC, Aviva and Virgin Atlantic on swapping TV for social content

In a bid to drive engagement, conversion and retention, brands are swapping the brand awareness of ‘traditional’ TV-heavy advertising for a content-driven social approach that facilitates a two-way dialogue with customers.
Aviva, for example, has reduced its TV ad spend in favour of content that reflects real communities. Speaking at the Creativebrief Modern Marketing Leadership event in London today (14 September), brand communications and marketing director Pete Markey describ