Two ad industry titans — Sir Martin Sorrell, executive chairman of S4 Capital, and Brian Whipple, CEO of Accenture Interactive — addressed a packed house at The Drum Arms’ activation at the Cannes Lions festival yesterday (18 June), each weighing in on key issues facing advertising.

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Investors are bullish on Angi Homeservices. The firm has delivered 17.80% earnings per share growth and 35.70% revenue growth over the past five years, according to Auburn Digest. A big driver of that growth: a marketing strategy that repositioned former adversaries — HomeAdvisor, Angie’s List, and Handy, which compete for customers who are looking for contractors they can trust with home improvement projects — giving them a new, common competitor to unite against.

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“We’re using every tool in the toolbox to amplify our message and sell more trucks,” John Walsh, Mack Trucks’ vice-president of global marketing, said during a fireside chat at Oracle’s Modern Customer Experience conference. Those tools include some very B2C-like influencer and video marketing strategies, which Walsh balances with more traditional partner marketing.

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Bruce Hershey has seen marketing from multiple perspectives — as an agency exec, entrepreneur, marketing and sales leader, strategist, and now as vice-president of marketing for Tailored Brands. That multifaceted view has made his approach to agency relationships somewhat unique, and especially effective and rewarding. Hershey shared that strategy and its benefits with The Drum.

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With Samsung unveiling plans to turn the humble fridge into an “intelligent home assistant,” voice taking center stage, and brands exploring how to build connected experiences for consumers, all eyes were firmly on the future at CES 2019 — making it the perfect place to consider the future of marketing itself.

While on the ground in Las Vegas with more than 180,000 delegates, The Drum spoke with top marketers from Mastercard, Accenture Interactive, and more to hear their take on where marketing is headed. From how the chief marketing officer role might change over the next few years to how relationships with agencies will evolve, here are their observations.

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“My dream after having spent two-and-a-half years at Spotify — which was a fascinating journey at a terrific company — is to get in early with a growing company and build an iconic brand,” Mayur Gupta told The Drum. “Freshly provides that.”

Bold goals from a marketer known for his daring.

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As marketers struggle to outpace the competition, many find that the status quo, outdated technologies, and siloed operations internally are holding them back. In fact, one marketer who participated in the research behind the fifth edition of the Salesforce State of Marketing report released today (13 December) said, “We’re not competing against competitors; we’re competing against our past.”

It’s a competition that today’s marketers must win if they’re to triumph out in the market.

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Imagine you’re hired as the chief creative officer of an organization with an unmistakable brand voice in an industry you haven’t worked in. Your remit is change; to shake things up.

That’s the challenge that Landis Smithers faced when he joined Standard International, parent company of The Standard and Bunkhouse hotels, at the beginning of this year. Not having a background in hospitality may have seemed like an obstacle, but it wasn’t an issue at all. In fact, the company’s goal was for Landis to bring the moxie – and success – he had previously brought to Grindr, Pepsi, and Playboy Enterprises.

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When it comes to marketing, creativity and data are inextricably linked.Marketing is data AND creative

Two areas under the spotlight in marketing today are creative and data. In the past they were often dealt with in silos: The stereotype was that the creative team worked on projects such as gut-based branding and ad campaigns, while the data analysts focused on tasks such as market mix modeling and segmentation—rarely collaborating on campaigns. Today creative and data are two sides of a coin that double its value.

jamie-gutfreund

One marketing leader who’s a proponent of the creative/data partnership is Jamie Gutfreund, global CMO of Wunderman. During her upcoming session at DMA’s &THEN 2016 conference in Los Angeles she’ll be pulling back the curtain on trends to watch in 2017 and beyond. I caught up with Gutfreund jetting between meetings and asked her for a preview.

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