By John McCarthy

Attention is the lifeblood of brands and the spectacle of a record-breaking first is one of the best ways to mine this scarce resource from the public, the long-lasting Guinness World Records (GRW) company arbitrates the lion’s share of these efforts.

Over the years, brands have been able to drive headlines, social media posts and a positive narrative through the creation of bizarre stunts overseen and facilitated by GWR. To discuss this, The Drum sat down with Keith Green, vice president of marketing and commercial sales of GWR North America, who relayed the importance of brand recognition and stunts in Read full story ›

Source: The Drum