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“Nothing else comes close to TV’s
power at building long term, profitable
brands.”
A n I n t e r v i e w w i t h
S i m o n T u n s t i l l
,
C o m m u n i c a t i o n s
D i r e c t o r
, T h i n k b o x
e g t a : W e f r e q u e n t l y
s e e q u e s t i o n a b l e d a t a
f r o m t h e m a j o r o n l i n e
p l a y e r s r e p o r t e d
i n t h e p r e s s : a s a n
i n d u s t r y , a r e w e
g e t t i n g b e t t e r a t
c o u n t e r i n g b a d d a t a ,
a n d w h a t m o r e s h o u l d
b e d o n e ?
Simon Tunstill (ST):
The main
challenge is, as Churchill said, that
a lie can spread halfway round
the world before the truth has
put its pants on. This data is often
seductive and headline-grabbing.
It makes a good story and gets
reported and repeated uncritically.