FCB Global’s Susan Credle on a successful campaign in volatile environment

Going by the recent controversial campaigns by Nike, Gillette and very recently the Holi advertisement by Surf Excel, brands are taking a strong stand on issues they feel strongly for, but is it good for the brand health or can it have serious repercussions for brands in the long run? And what is the secret sauce for a successful campaign in this volatile environment, Storyboard’s Ankita Saxena finds out as she speaks to Susan Credle, CCO of FCB Global on the sidelines of FCB's Global Summit.