By Stefano Hatfield

Sometimes in marketing an idea comes along that is so simple and potentially transformational that it is easy to overlook, because its benefits seem so obvious that one might believe it already exists, or someone should surely have thought of it already. One such idea is Connected Packaging, which will – in essence – allow brands to become their own medium.

The concept of using a product’s own packaging to allow a brand to connect directly with consumers is not only genuinely disruptive, but timely and – obviously – sustainable. Advertisers are wrestling simultaneously with the tumult caused by a Read full story ›

Source: The Drum