Five Questions for Simon Mainwaring

“We First” author on how brands and agencies can create positive change
Branding consultant author Simon Mainwaring was  an agency star, but his work as worldwide creative director for Motorola at Ogilvy and other agencies didn’t exactly point to his latest venture—a book and social branding firm that aim to help create a more equitable world.
Mainwaring’s book, “We First: How Brands & Consumers Use Social Media to Build a Better World,” lays out a new model for corporations and consumers to do good.
The Yahoo! Advertising Blog caught up with Mainwaring to find out more about such concepts as “contributory consumption” and how agencies can help brands re-invent themselves in a troubled world.
Yahoo! Advertising Blog: Why do you think a book like yours is necessary?
Simon Mainwaring: A book like “We First” is necessary right now for three reasons.
The first is the fact that we now live in an intimately connected global community. […]

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