“It’s Going to Take a Village to Produce Creative”: Tribal’s Guest

CANNES — One consequence of the rise of data-driven marketing is brands creating tens of even hundreds of ads for various audience segments for a single campaign, not just two or three like in the old days. It’s “great from a sales perspective and not so great from a marketing cost perspective,” says Richard Guest, […]

 

Brands Will Program Direct to Consumers, Tribal’s Richard Guest

LOS ANGELES — Technology will make cable and TV networks less necessary and branded content more necessary,  says Richard Guest, President of US Operations at Tribal Worldwide, during an interview with Beet.TV at the 4A’s conference in Los Angeles. “We are seeing the indomitable march of technology where content will be distributed directly to consumers and a […]