How Consumer Talk Supercharges Advertising

Opinion: Conversation helps drive $7 trillion to $10 trillion in annual spending

The best advertising executives are unconsciously competent at creating 'talkable' ads PeopleImages/iStock

“Advertising is really a conversation-starter,” Audi of America president Scott Keogh told me in 2011 when I was co-writing a book on social influence, The Face-to-Face Book. Keogh’s insight as chief marketing officer has propelled great advertising and dramatic sales growth for the Audi brand. It hasn’t hurt Keogh’s career, either.

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