21 days ago

Consultancies Change The Game

Consultancies Arrival Disrupts Agencies Fiat Chrysler’s appointment of Accenture Interactive as the “experience agency of record” for Maserati marks the second example of consultancies winning a global marketing assignment, following Deloitte Digital’s…

1 month, 4 days ago

Agency Layoffs Or Agency Calibration?

Layoffs Are A Reality Of The Agency Business Each January the industry weathers account losses, budget cuts or contract changes that result in  layoffs. Last week four agencies announced post-Holiday staff reductions: Grey Group reduced 2.2% of staff. …

2 months, 3 days ago

As CVS Goes Post-Digital, Walgreens Reverts to Pre-Digital

For a case study on how marketing must break from past practices, one needn’t look further than two recent announcements, one from CVS and the other from Walgreens. One company is pushing the boundaries of retail healthcare; the other is looking back a…

2 months, 7 days ago

US Data Management Platform Market To More Than Double In Five Years

US companies continue to spend more on ad technology (adtech). In our latest Forrester Data Business Technographics® Marketing Survey, 2017, 60% of US respondents expect to increase spending on adtech this year, versus 45% last year. Almost one-quarter…

2 months, 13 days ago

TV Industry: It’s Time For A Round of “Stop, Keep, Change”

I’m obsessed with the future of television. A couple years ago, I pursued it largely as a research exercise. Today, I’m up in arms based on my own experience as a TV consumer. The rumors are true: empowered consumers are real and I am one. And of late,…

2 months, 15 days ago

Digital advertising and marketing under the GDPR: A question of How, not If.

The May 25th deadline announces a period great reckoning for data-driven marketing in Europe. The question marketers ask me most often is “Can we continue to do this…” or in other words, will this type of activity be allowed under the GDPR? But often, …

3 months, 15 days ago

Predictions 2018: Visionary CMOs Will Focus On Growth And Customer-Obsession

With the waning days of 2017, a fresh start emerges. CMOs again begin to plan their personal affirmations to revitalize from a draining year. Headlines awash in ad fraud, brand safety concerns, data privacy debacles, and the threat of Amazon dropping i…