The 4 truths of programmatic marketing
Summary
Ten years ago, these tools didn’t exist, but the world of communications was turned upside down when an agency called Naked set up shop in New York. The approach struck terror in the traditional agency networks whose businesses depended on selling clients big TV budget campaigns. Pollard, former Naked partner and now SVP Strategic Marketing at Coca-Cola, would explain to clients why traditional agencies were pre-programmed to offer biased advice. As executive chairman, he oversaw the sale of a leading British full-service agency to Accenture — a move that marks a new era of data and social science coming together. Wilkins’ explanation, as reported by Business Insider, was as prescient as ever: Opinions expressed in this article are those of the guest author and not necessarily Marketing Land.
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