Accountability for marketers and their agency partners in 2017 “will never be higher”, according to GroupM boss Mark Lollback. To deliver real business results, they must cut through the confusion and return to basics.
Speaking at the MCN Homefronts, the former McDonald’s CMO said industry noise and misconception had reached “crazy” levels. Agencies must therefore “help CMOs look at the facts, at real effectiveness, at what their problem is and go back to the basics”, he suggested.
Despite exponential channel fragmentation, “at the end of the day our craft hasn’t changed”, said Lollback. “It is about rigour, discipline, about what actually works, not the new sexy toy.”
As a result, Lollback believes that marketers will refocus on delivering growth versus testing the latest fads in 2017 – and will be judged upon whether or not they shift product.
“I am a big fan of testing, but I think those days are gone and I think CEOs are looking for CMOs and marketing teams to deliver real results in 2017,” said Lollback. “So I think our accountability will never be higher.”
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