BEAM GLOBAL: NEW AD BUDGET TO GET PEOPLE TALKING

In an interesting article written by Ad Age’s Jeremy Mullman, Beam Global says it plans to refocus its $100 million budget on “word-of-mouth” advertising. CMO Rory Finlay says that while advertising isn’t dead, “it's more about fanning the flames [of word-of-mouth] than anything else.”

The company is introducing revamped creative on about 75% of its global brands this autumn in which to generate stunts and promotions that will get people talking. So while the “talk generating” stunts won’t replace Beam’s traditional advertising, it will merely shift the direction of its intent.

To read the article in its entirety, click here.