SAN FRANCISCO \u2013 It can be pretty scary when a Chief Growth Officer forecasts a big decline in advertising spending in the next five years, as Publicis Groupe\u2019s Rishad Tobaccowala did recently. To his former comrade Laura Desmond, it\u2019s a call to action that agencies are in a unique position to fulfill.<\/p>\n

That\u2019s because agencies are best equipped to \u201cunderstand people, what they do, how they buy, what they\u2019re motivated by and brands. And how to connect media and brands in the right media environment together,\u201d says Desmond.<\/p>\n

In this interview at RampUp 2018<\/a>, the annual LiveRamp conference, Laura Desmond, the former CEO of Starcom and now Founder & CEO of the new consultancy Eagle Vista Partners, talks about the tools and skillsets agencies will need to best leverage omnichannel marketing.<\/p>\n

Referring to Tobaccowala<\/a> as \u201cmy very smart old colleague,\u201d Desmond says of his prediction, \u201cI think broadly that\u2019s right.\u201d<\/p>\n

In the days of the 15% media commission for agencies, the impact of such a spending decline would have had a different effect. Now it means that agencies must invest more not only in creativity but also in data and science.<\/p>\n

\u201cAnd agencies are without question in that space the undisputed leaders of putting that alchemy together on behalf of a client, on behalf of their brands. I don\u2019t think that\u2019s going to change,\u201d Desmond<\/a> says.<\/p>\n

Agencies need data platforms and streams that encompass not only brand, media and buying but all kinds of data. This can range from weather to purchasing information \u201cto how people use screens when they are in store, out of store, mobile, location,\u201d she adds.<\/p>\n

\u201cAll those data pieces and streams have to come together and agencies are going to need to use technology and software to better capture intelligence in an instant of time. Because people and human hands just can\u2019t do all of that data crunching themselves.\u201d<\/p>\n

This video is part of a series produced in San Francisco at the RampUp 2018 conference. The series is sponsored by Alphonso<\/a>. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

SAN FRANCISCO \u2013 It can be pretty scary when a Chief Growth Officer forecasts a big decline in advertising spending in the next five years, as Publicis Groupe\u2019s Rishad Tobaccowala did recently. To his former comrade Laura Desmond, it\u2019s a call to action that agencies are in a unique position to fulfill. That\u2019s because agencies […]<\/p>\n","protected":false},"author":17,"featured_media":50355,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7090],"tags":[5315,3425,3510,5155,7109],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50353"}],"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=50353"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50353\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/50355"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=50353"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=50353"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=50353"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}