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»McKinsey

L’Oréal CMO: Digital Is Changing Our Content, Creative And Conversation

Four years ago, consumer beauty and cosmetics company L’Oréal did not have a chief marketing officer. When Marc Speichert joined the company, it became overwhelmingly apparent how much decentralization existed across the company’s four divisions and 20-plus brands, a challenge for any global enterprise. “I think CMOs need to be agents of digitalization in an... Continue reading »
by Kelly Liyakasa // September 13th, 2013 //
»
Cannes Post-Script: Is The Creative Agency Becoming A Point Solution?

Once upon a time, ad agencies were masters of data. Which is to say, research. Before the internet, firms like Leo Burnett and The Martin Agency wielded – and still wield – sizeable research budgets, which they used to uncover demographic opportunities and strategic consumer insights. These insights were turned into big ideas and placed... Continue reading »
by Zach Rodgers // July 3rd, 2013 //
»
At ARF Re:think, Researchers Grapple With Emerging Markets

At the Advertising Research Foundation's Re:think conference in New York yesterday, discussion revolved around emerging markets such as China, India, and Brazil. John Forsyth, principal at McKinsey & Company, presented data showcasing the growth in these markets. "If you look at the growth over the next 15 years, three-fourths of the global growth is going... Continue reading »
by Kimberly Maul // March 20th, 2013 //
»
 

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