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 […]
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 […]
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 […]
