The Business Insider website had visited the offices of Huge, a digital design and advertising agency in New York of the sort that now also crowds London. As social media have become an easy and affordable means of reaching giant audiences, companies employ experts to run their Twitter, Facebook and Instagram accounts.
Président, a French brand trying to roll into a cheese wasteland (America), depends on Huge to get the word out about Camembert and its optimal serving temperature. But before anyone posted the tweet, it reportedly passed through several layers of project managers, strategists, copywriters and designers in a process that took a month and a half.
