Laurie Coots on the gamification of marketing

Allein Moore catches up with Laurie Coots, CMO at TBWA Worldwide at Spikes 2011. She talks about gamification, a theory revolving around the elements that make play, such as a sense of losing time, an invitation to participate, a sense of challenge and mastery. She feels the digital age has made us too obsessed in writing games instead of making our brand proposition more interesting and more fun.