Marketing2020 Findings: Marketers Need ‘Business Owner’ Mindset

CANNES – Marketing departments need to think more like business owners as opposed to captains or coaches if they want their businesses to grow. That’s one of the early findings in the latest iteration of Marketing2020, which is led by Kantar Vermeer and the Association of National Advertisers (ANA), among others. Kantar has been collaborating […]

 

Beyond The U.S., Nielsen’s Data Reach Extends To 54 Markets

CANNES – Even as the U.S. advertising and media industry seeks to move beyond legacy television viewing metrics from Nielsen, the company is embedding itself in data decisioning abroad. Australia and Hong Kong are two illustrative examples of its activity in 54 markets, as explained by Toni Petra, EVP of Nielsen Watch. Nielsen is about […]

 

Nielsen DMP Is ‘Connective Tissue’ In Addressable Link With Sony Crackle

CANNES – When most people consider a data-management platform (DMP), they see data and technology. Damian Garbaccio of Nielsen, which Sony Crackle recently chose to power its addressable advertising capabilities, sees “connective tissue” between data and measurement assets. Garbaccio, EVP, Advertiser Direct & Marketing Cloud, is working with Sony Crackle and much of its connected […]

 

Accountability Is Knowing Who Consumers Really Are: IRI’s Mehta

CANNES – IRI has almost 400 million reasons why television should no longer be planned and bought based on traditional age/gender metrics and related proxies. That’s the number of consumer loyalty cards the company can access to discern what virtually every U.S. household purchases offline. But until recently, data from those cards has taken a […]

 

Havas’ Ankeney: It’s All About Meaningful Data

CANNES – Whether it’s marketers catching up, getting head or trying to leapfrog others, the need for transformation is the theme that drives everything, to Shane Ankeney, President, Havas Media Group North America. “They are looking to us as change agents, as transformation stewards, to help them do that because they realize that it’s very […]

 

Nielsen’s O’Grady Sees ‘Collective Responsibility’ For Transparency

CANNES – Within the current digital media ecosystem, it’s too easy to “mask over the blemishes of core data.” It’s this aspect of transparency in particular that marketers should be questioning, according to Matt O’Grady, CEO Nielsen Catalina Solutions. “Transparency is unquestionably the table stakes at this point,” O’Grady says in this interview with Beet.TV […]

 

Wunderman’s Schlickum Has Three Tips For Asian Marketing Transformation

CANNES — Asia is big, but the scale of its digital transformation right now is bigger. In fact, businesses there are pushing to make their operations digital at such a clip that the process risks breaking down. That is according to one digital ad agency boss who says there is a need for marketers to […]

 

Having Built Horizon On Integration, Koenigsberg Wants Even More

CANNES – It’s a particularly complicated and challenging time for agencies and their marketer clients. This is why Horizon Media’s Bill Koenigsberg tries to keep things simple. Clients want transparency, speed to market, integration “and they want you dealing with business outcomes,” the President, CEO & Founder of Horizon says in this interview at the […]

 

ANA Pursues Global Support For CMO Masters Circle Initiative At Cannes

CANNES – The Association of National Advertisers made its first trip to the Cannes Lions International Festival of Creativity this month with a mission: to induce global CMO’s to embrace and participate in its CMO Masters Circle pro-growth initiative. As Masters Circle was being established in the U.S., the ANA “started to recognize fundamental flaws […]

 

GroupM’s Montgomery: Ads In Brand-Safe Environments Work Better

CANNES – Over the next couple of years, ensuring digital brand safety for marketers will become table stakes for publishers. In the meantime, GroupM is shifting the conversation with its clients to how ads perform better in truly brand-safe environments. “I think we’re moving into a stage where brand safety will become a commodity. Within […]

 

A Shorter Cannes: Fewer Agency Execs, More Brands And Consultancies

CANNES – Shortened by one day this year, the Cannes Lions International Festival of Creativity attracted fewer agency people. But there was a 30% increase in attendance by brand marketers and a 20% rise in the number of consulting firms, according to MediaLink Vice Chairman Wenda Harris Millard. So the Festival is still a “very […]

 

Mars’ Jane Wakely: Accountability Means Growth

CANNES – Big brands are far from dead, according to the Chief Marketing Officer of Mars Pet Nutrition. But they need to winnow out “fake news” about their supposed widespread demise and establish an evidence-based philosophy and operating model for driving growth, says Jane Wakely. “Accountability in marketing to me means growth. Ultimately, I think […]

 

ROI Measurement Proves ‘We’re An Investment, Not A Cost’: AT&T’s Carter

CANNES – While bigger can imply better when it comes to media scale, it doesn’t shield you from challenges like audience fragmentation and the “murkiness” of the digital advertising ecosystem. So while AT&T recently upped its vertical integration game with the acquisition of Time Warner, it’s as enthusiastic as smaller companies to see various industry […]

 

ANA Working On Digital Supply Chain, Globalizes Masters Circle Initiative

CANNES – Even as the Association of National Advertisers exerts pressure on the digital media supply chain to clean up its act, the organization is taking matters into its own hands by testing an alternative digital supply chain. “If you look at the digital media supply chain, as an enterprise, the jury is still out […]

 

WPP’s Read On The Need For Change, Consumer Privacy And The Media Supply Chain

CANNES – WPP’s Mark Read says the advertising industry is in a time of “structural change, not structural decline,” but survival depends on people within the industry making the effort embrace that change. Interviewed by Beet.TV at the Cannes Lions Festival of Creativity, Read points to the event itself as evidence of change, noting its […]