Ask the Board – September 12, 2016 | KELLY HACKETT


Why do you think we’ve seen an increase in focusing on displays and hardware rather than concepts and communication?

I believe that the displays and hardware are something tangible and easier to hold on to when compared to a big, intimidating digital idea. But this shift is not necessarily positive. As marketers, we need to cultivate big ideas first, while educating ourselves about the latest technology, and then choose what best fits the idea or even ask for new technology to be created! Hardware first lends itself to “what can you do with technology” and ideally, it should be “what can technology do for me.”

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Director, Digital Innovation
AT&T Mobility

End User Council

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