“We’re living in a world of instant satisfaction,” asserts Nicolas Bidon, chief executive officer of WPP’s programmatic media agency, Xaxis. “At the touch of a button, consumers get a solution to their immediate problem. And, even where it’s not that easy to get their needs met now, that’s still what customers want.” The challenge, he notes, is that some industries have a hard time achieving that immediacy because they’re still in the midst of their digital transformation.
No industry is exempt from upheaval of today’s disruptors. That means every organization needs to transform the way they operate — especially how they use data and engage customers — if they are to grow and thrive. “The ecosystems are more complex; the challenges with technology are complex and expensive,” said John Sheehy, Starcom Worldwide’s global brand president. “So, marketers looking to unlock growth should focus on doing fewer things better, faster.”
TV has many marketers conflicted. “They want addressable and attribution and want to cut linear budget,” Justin Evans, vice-president, data strategy, for Comcast Spotlight, told The Drum. “Then, at the water cooler, they’re talking about all the shows they’re binging on.”
Jack Myers is on a mission. The founder of MediaVillage and AdvancingDiversity.org has spent the past two years amping up his efforts to bring more diversity and inclusion to media, marketing, and advertising. In this Q&A with The Drum, he reminds industry leaders why diversity is vital to their future success and shares steps they can take now to build a more diverse workforce.