MIAMI – The age of siloed marketing metrics and passive brand storytelling is over, according to Jeff Greenspoon, chief global client officer at advertising and marketing agency Dentsu. In a sweeping vision of the industry’s future, Greenspoon outlined how AI, deep learning and performance accountability are reshaping the global marketing landscape—and why brands must embrace calculated risk to stay ahead.
“We’ve always cared about data-driven marketing,” Greenspoon said in this interview with Beet.TV contributor David Kaplan at the Possible conference, “but it’s beyond just knowing what works and what doesn’t. It’s about going deeper—delivering optimization through technology that identifies patterns, efficiencies, and predictive insights to transform how we go to market.”
Reengineering tech stack
Dentsu is currently reengineering its entire tech stack. Whether proprietary, purchased or integrated, every platform is being augmented with AI and deep learning to provide marketers with actionable intelligence—not just reactive metrics.
The implications for measurement are seismic.
“Every single media channel is now a performance channel. Nothing should get a free pass,” Greenspoon said. Traditional labels like “brand” and “performance” are no longer enough. Instead, the focus must shift to enterprise value—metrics that align with lifetime value, customer acquisition costs, revenue per user, and long-term loyalty.
Innovation and risk
Greenspoon emphasized the importance of connecting the CMO to the CFO: “We help CMOs work with their CFOs to determine not only the right KPI but the right value of that KPI in the marketing mix.”
But with innovation comes risk.
“There’s always going to be risk in new types of marketing,” he said. “The brands that lean into innovation, test and learn — those are the ones that ultimately win.”
To mitigate uncertainty, Dentsu works closely with clients to evaluate risk tolerance and strategically test emerging platforms, especially in areas like programmatic and search, which Greenspoon identified as ripe for disruption.
Still, Greenspoon drew a firm line between bold and reckless.
“We will never let a client be irresponsible with their spend. We guide them to test with the right level of budget — enough to learn, feed their predictive models and prepare for what’s coming in the next three, five or ten years.”
Creativity convergence
One of the most promising frontiers, he said, lies in the convergence of creativity, content and media — especially as marketers attempt to personalize at scale.
“We’ve long had the ability to micro-target in media,” Greenspoon said. “But we haven’t always had the content to match that precision.”
Now, with AI-generated and modular creative capabilities advancing, Greenspoon sees a future where bespoke customer experiences can be delivered without blowing the content budget. Even more exciting, he says, is the blurring line between physical and digital engagement.
“How do you recreate something once done physically in a digital environment—or vice versa? That’s the exciting promise when content, experience, and media channels converge. And yes, they have to be programmatic.”
With technology, accountability and creativity finally intersecting, Greenspoon said he believes marketing is entering a new era — one in which data is not just diagnostic but transformational.
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