Quad wants to turn brands into fiction heroes

In the face of the fragmentation of audiences and the saturation of traditional advertising formats, brands struggle to capture the attention of consumers on a sustainable basis. Brand entry, already invested by brands like Mattel with the Barbie film, asserts itself as a strategic lever capable of combining narrative, emotion and cultural impact to create brand preference. It is in this dynamic that DIALOG, a new entity of the Quad group, was b…