Marketers all around the globe face three basic, common challenges, according to longtime advertising executive Rishad Tobaccowala. They are reigniting growth, engaging with consumers and finding the right organizational structure that can facilitate the first two.<\/p>\n
\u201cFor most countries, the number one thing that clients are looking for is how do they grow again. So there\u2019s a growth issue,\u201d Tobaccowala<\/a> says in this interview with Beet.TV during the 2017 Digital Content NewFronts. \u201cThe second one in the world of marketing is how do they engage with people in a world where a lot of interruptive ways of engaging are becoming less and less relevant.\u201d<\/p>\n Third: \u201cDo they have the right organizational design?\u201d<\/p>\n Asked for his takeaways from the NewFronts presentations, the Strategy & Growth Officer at Publicis Group opines that \u201ccreativity continues to matter,\u201d there\u2019s a \u201cwhole bunch of new companies\u201d that attendees need to pay attention to and what is supposed to be \u201cdinosaur companies are not dinosaur companies. They\u2019re coming alive again.\u201d<\/p>\n While speaking of dinosaurs, Tobaccowala offers his take on the video<\/a> created by NewFronts<\/a> founder Digitas in which the pairing of a cave man and an astronaut symbolizes the need for both instinct and science in today\u2019s marketing world.<\/p>\n \u201cA lot of people say only the story matters, but so does who sees the story, when they see it and why they see it and that\u2019s where the data comes in,\u201d he says.<\/p>\n It\u2019s all about yin and yang, which makes Tobaccowala \u201ca big believer that it\u2019s actually art plus science plus I think underlying technology that will be necessary to enable both.\u201d<\/p>\n