AKQA CCO Rei Inamoto

As a consumer, Rei Inamoto doesn't find himself engaged by much of the advertising he sees on TV or elsewhere. In fact, the AKQA chief creative officer believes most ads are dubious at best. In this video interview from the 2009 Boards Summit, Inamoto talks about the methods by which his agency builds on consumer insights to create engaging ad campaigns and the role social media can play in aiding the message.

"We try to make sure that people who work on the client's business have inherent interest in the brand and the kind of things that the brand would be engaged," he told Boards' Christine Clarke. "So that the personal experience from their personal lives also influence their professional work."