In this interview, Gian Lavecchia, Senior VP at Publicis, discusses social media's eruption and the kinds of content that resonate in a social media environment. He talks about the value of social media in creating an emotional connection with brands, and gives a case study of a social campaign he was involved with for Subway.

November 2011



From a content perspective, we're seeing that social distribution plays a critical role, not only in disseminating content throughout the newsfeed, but in getting folks more emotionally connected to branded content.

Gian LavecchiaGian Lavecchia