'The UK is a long way behind the US in understanding digital media,' he said. 'Marketing doesn't understand a lot about digital.'
Stewart also believes the use of social networks, such as Facebook, is 'unadventurous' marketing practice. 'It is standard now, just like being on TV,' he said.
Stewart admitted Britvic 'hadn't used digital media much' in the past. This month, however, it launched a digital element on its Robinsons website to support its 'Taste Buddies' ad campaign. The application invites families to interact with seven Taste Buddies characters through games.
Stewart cited Nike as an example of a brand with an 'effective and consistent integrated digital strategy.'
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