As Dagger’s CEO, Mike Popowski is an advertising expert with keen insights into new trends and classic marketing approaches alike. Recently, Mike wrote an opinion piece for Advertising Age titled, “Is Reactive the New Proactive?” Within this article, Mike breaks down what these terms mean, what’s trending now and where we’re headed as an industry.
While many people associate reactive service with laziness or negativity, it’s more popular than ever. Brands like Audi, Arby’s, Tecate, Oreo and Coca-Cola are succeeding because of their spur-of-the-moment, timely content. Today, it’s not proactive service that’s creating viral hits—it’s reactive service. Click here to read Mike’s full article on Advertising Age.
“Reacting to culture and consumer technology shifts doesn’t mean reacting to every change. A brand should have a clear understanding of its own identity and pick spots wisely.”
– Mike Popowski, Dagger CEO