aaron smith

CANNES — The construct of “The Four Ps of Marketing” has been in circulation for some decades now. But old needs a reboot. In this video interview with Beet.TV, Wavemaker global chief client officer Aaron Smith redefines the “Ps” for a new era. “The old ways of building relevance no longer work,” he says. “To really […]

Almost 12 months to the day after Group M merged its MEC and Maxus agencies, the combined entity finds itself starting up just as everyone talks about the prospect of the sun setting on ad agencies. But Wavemaker, which started up in September, is responding to the talk of agency disintermediation with a clear plan. […]