Laura Desmond: Agencies Undisputed Leaders Of Data ‘Alchemy’

SAN FRANCISCO – It can be pretty scary when a Chief Growth Officer forecasts a big decline in advertising spending in the next five years, as Publicis Groupe’s Rishad Tobaccowala did recently. To his former comrade Laura Desmond, it’s a call to action that agencies are in a unique position to fulfill. That’s because agencies […]

 
 

Entering “The Third Age Of Connectivity” – Publicis’ Tobaccowala

CANNES — Marketers should start preparing for an age in which their independent intelligent brand assistants are at consumers’ beck and call to answer pre-purchase questions using artificial intelligence, according to one leading ad agency executive. At Cannes Lions, AI – perhaps surprisingly – emerged as one of the key trends and opportunities facing modern […]

 
 

Tobaccowala At The NewFronts: Of Creativity, New Players And ‘Dinosaur Companies’ Coming Alive Again

Marketers all around the globe face three basic, common challenges, according to longtime advertising executive Rishad Tobaccowala. They are reigniting growth, engaging with consumers and finding the right organizational structure that can facilitate the first two. “For most countries, the number one thing that clients are looking for is how do they grow again. So […]

 
 

TV Ad Budgets Can’t Stop Trump: explains Publicis’ Tobaccowala

MIAMI — In the race to the White House, some of the biggest advertising money is not yet being spent attacking across party lines. Instead, it is Republicans who are getting out their wallet to stop Donald Trump. As CNN recently reported, ahead of the recent Super Tuesday, Republican groups supporting rivals spent heavily on TV attack ads to stop Trump’s […]

 
 

The Media Agency of Future Will be About Creativity, Not Big Data, Publicis’ Tobaccowala

PHOENIX – While data is providing greater efficiency for marketers, data tools will become widely available.  It will be the media agencies of the future who can harness creativity who will succeed, says Rishad Tobaccowala, Chief Strategist for the Publicis Groupe, in this wide ranging interview with Beet.TV He talks about the changing demands of […]

 
 

Too Much Math, Too Little Meaning: Publicis’ Tobaccowala

COLOGNE, Germany — As “maths men” take over from “mad men” on advertising’s Fifth Avenue, the new cult of data is proving to be too all-consuming, says one advertising veteran. “We may be losing the plot – too much math, too little meaning,” says DigitasLBi and Razorfish chair Rishad Tobaccowala. “We’ve forgotten that the data […]

 
 

In Tobaccowala’s Looking Glass: Ecommerce-Enabled Video Everywhere

CANNES – The chief strategy and innovation officer of Publicis’ VivaKi digital unit has a three-item recipe for the future of marketing. Rishad Tobaccowala told Beet.TV in this video interview advertising that is increasingly video-led will, first, become more targetable and, second, include built-in transactional capability. But Tobaccowala’s exciting vision extends beyond current technology. Third, he […]