Understanding Influence


In this episode of IABC/Ottawa’s The Voice, Graham Machacek talks with CBC’s Under the Influence host Terry O’Reilly about the fundamental changes taking place in consumer behavior and what it means for advertisers, marketers and communicators everywhere. O’Reilly also discusses how younger generations and digital technologies are transforming advertising, and the need for advertisers and marketers to focus on influencing, rather than persuading, customers.