LAS VEGAS \u2013 With all the pressures that most marketers are facing, being at CES 2018<\/a> can actually be a bit scary. Which is why many agencies are here with their clients, trying to guide them through all of the promotional smoke and noise to what really matters.<\/p>\n

\u201cThere is fear in the unknown. What we\u2019re tying to do is educate our staff and our clients about what the possibilities are,\u201d says Troy Ruhanen, President & CEO, TBWA Worldwide.<\/p>\n

Some of the exhibiting companies could do better job of explaining themselves, while some data providers could be much clearer on what they can actually do, Ruhane<\/a>n adds in this interview with Beet.TV.<\/p>\n

\u201cI think a lot of these platforms are really poor at education. I think they\u2019re really good at showing you the content that can exist there, but they don\u2019t do a great job of showing how brands can live in those spaces.\u201d<\/p>\n

Advertising and media agencies have been thrust in into the educator role, which explains their looking for talent in places they probably would not have considered 10 years ago\u2014including the CIA, Wall Street and journalists. TBWA<\/a> tells its managers to seek potential candidates earlier than they used to.<\/p>\n

\u201cYou\u2019ve got to have a pipeline well ahead of your need,\u201d says Ruhanen. \u201cTalent is a battle.\u201d<\/p>\n

While he acknowledges the proliferation of agency competitors in recent years, he believes agencies are in the best position to adapt for what\u2019s coming. Those that will survive will be the ones whose clients can have \u201cone conversation\u201d to achieve all of their goals.<\/p>\n

\u201cThis year, I actually think the stronger agencies are going to go through a period of re-integration and get many more skills built back in and they\u2019re going to do really, really well.\u201d With regard to newer competitors, he adds, \u201cA lot of them are up here in the clouds or they start with the technology place and they don\u2019t really know how to apply it against the consumer and strategically do that.\u201d<\/p>\n

Ruhanen chalks up his company\u2019s new-business strengths to many factors, not least of which is not overpromising. \u201cThere\u2019s a lot of conversation around data right now,\u201d he says. \u201cI\u2019ve heard it all three days that I\u2019ve been here. I\u2019ve sat through their pitches and if I\u2019m a client, it\u2019s a little bit frightening because everyone says they\u2019ve got the answer, everyone says that they can help you.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

LAS VEGAS \u2013 With all the pressures that most marketers are facing, being at CES 2018 can actually be a bit scary. Which is why many agencies are here with their clients, trying to guide them through all of the promotional smoke and noise to what really matters. \u201cThere is fear in the unknown. What […]<\/p>\n","protected":false},"author":17,"featured_media":62227,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6990],"tags":[6115,6989,7005],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/49622"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=49622"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/49622\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/62227"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=49622"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=49622"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=49622"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}