4A

CANNES — In tough times when belts are being tightened, how can marketing agencies fight for corporate dollars to spend? In this fireside chat at Cannes Lions, two industry group leaders debated how internal structures shape marketing procurement: Marla Kaplowitz, President & CEO, 4A’s Bill Duggan, Group EVP, ANA Look beyond cost “The questions are […]

MIAMI-While advertisers’ first-party data is very powerful at helping them connect with consumers, it must be structured in an optimal way so as to be matched with other data to achieve scale, according to George Musi, Publicis media agency Blue 449’s EVP, Chief Data, Analytics & Insights Officer. By itself, “First-party data, although powerful, it […]

MIAMI-Even as digital-based audience targeting techniques grow in the television medium, there still needs to be a balance between one-to-one marketing and broader advertising efforts. “I think the two have to work together and you need to be careful that you don’t optimize toward specific audiences and optimize yourself out of business,” says Jason Harrison, […]