free teams up to focus on strategy and that ’ s an exciting prospect .
Yes , we ’ ll be going up against competitors operating in this space . However , while they may understand data , they ’ re still playing catch-up in the media world .
How do you believe the acceleration of new technologies will shape the marketing industry in the next three to five years ? Again , this comes back to data . Many brands have masses of first-party data , but they don ’ t necessarily know how to make the best use of it . Agencies will need to double up as data consultants and make their clients ’ most significant asset work harder . Technology advances over the next five years , notably in the field of automation , will
How do you see the way in which you operate evolving ? We can ’ t really think about being ‘ just ’ a media business anymore , because that ’ s not what clients need . We will still be supporting clients ’ marketing teams to help them overcome their challenges , but those now go far beyond media and branding . Our role will be to help them make the most of the data they own to drive transformation across their businesses . The Mad Men vs . Math Men debate has been settled decisively and , thanks to solutions like Axciom , media agencies are now very much at the top table .
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europe . businesschief . com