DMEXCO 2015: Digital Content Must Be Consumer-Centric: Conceptbakery’s Dorfler

This post was originally published at beet.tv

COLOGNE — According to one local ad exec, Germany’s business culture emphasizes efficiency and planning up front, which minimizes the risk of failing. It’s very different from the ethos of some U.S. companies, which tend to try out several ideas to see what sticks.

However, while risky, that approach can lead to the discovery of bold new ideas.

“Please stay within your failure culture, [and] fail fast, because this on the other hand is one of the biggest innovation drivers,” says Patrick Dörfler, director of client services at the digital agency Conceptbakery, in an interview with Beet.TV recorded last month at DMEXCO.

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Author : Cotton Delo

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