For subscribers
Bored with same old shampoo commercials? Here’s how change is coming to advertising
The CEO of TBWA, whose clients include Apple, McDonald’s and Singapore Airlines, talks about AI and trend-spotting.
Sign up now: Get ST's newsletters delivered to your inbox
President and CEO of the global advertising giant TBWA, Troy Ruhanen.
PHOTO: TBWA
Follow topic:
“If you look at any shampoo commercial, everyone seems to wash their hair facing backwards and then smiling over their shoulder,” says Mr Troy Ruhanen, president and chief executive of the global advertising giant TBWA.
“Ordering apps for food services all look the same. People tend to follow formulas, so most advertising is forgettable.”
