The Power of the Problem

Houston, We Have a Problem – And Why That’s a Good Thing.

By Dr. Gordon Euchler, Nils Haseborg, Nils Liedtke

While “problem” has become a dirty word, research has found that it pays to be part of the problem. Read the thought piece led by the Head of Planning at BBDO Dusseldorf.

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AEF thanks BBDO for permission to share this article with aef.com users.

"I developed a much higher respect for social marketing by seeing the value and complexity of this function which seemed very ambiguous to me before."
— Student at Boston College after AEF sent speakers from DigitasLBi