Marketing through community
"When most brands want to reach their market through the web they either create a banner campaign or a site that explains what they do. How then would you reach affluent gay men in mainly metropolitan areas with financial products and services? Tory turned Labour foxhunting enthusiast and former candidate for London mayor, Ivan Massow has a reputation for approaching things in an unusual way and his latest project Jake provides a thought provoking example of how a community can be a good way of opening up a dialogue with an audience."
# Jun 1, 2002