Habib Amir, head of digital, Clarion Communications, part of the WPP Group
Too often, brands pro-actively ask their audience to share a branded video with their friends in the hope it will go viral. And if this has to be requested by the brand, it usually means the video doesn’t have the potential to go viral. In fact, if a brand is sure about the quality of the video, it can even afford to ask its audience the opposite.
