Innocent's McEwan tells IPG: 'personal contact with consumers is powerful'

Innocent's McEwan tells IPG: 'personal contact with consumers is powerful'

Businesses should not underestimate the power of personal one-to-one connections with consumers, Joe McEwan, head of digital and communities at drinks company Innocent, has advised delegates to the IPG Spring Conference.

Giving the first keynote speech of the conference, McEwan discussed the “inherently” social nature of Innocent, which allowed it to engage with consumers even before social media using its packaging.

"We’re unique in terms of sheer contact we get [with consumers], and especially the quality of that contact. We have a properly thriving two-way relationship with our drinker...

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