I am honestly baffled by that creature we call the consumer. I really am. And, believe me, it is embarrassing to say so, considering the encyclopaedic volume of research we have at our disposal. For one thing, we know for a fact that consumers take a very cynical view of advertising, and yet a recent piece of research shows that they actually trust owned channels. Not only that. It appears that the same consumer who – supposedly – runs a mile at the mere whiff of commercialised content on YouTube is in fact running to join the queue for the latest James Bond movie.
This is probably the consumer at their most bewildering: Bond movies are perhaps the longest commercial break in history.
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