Research Knowledge

3C People 10 Years On: An Update

Posted on Tuesday 8 October 2019

Written by ICG member Jeff Deighton.

Jeff Deighton examine the recruitment approach he adopted ten years ago and explains its continued relevance today. The article focuses on 3C people – Confident, Creative, Communicators – the natural brand ambassadors who are also ‘influencers’. Interesting shift and food for thought on future targeting

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