The questions CMOs ask advertising agencies

By Chris Pash | 16 January 2020

WPP has outlined its strategy for a return to sustainable growth.

In a London briefing by CEO Mark Read for investors and analysts, he described how the collision of marketing and technology is transforming the industry.

The session added detail to WPP's plans to turnaround a business challenged by structural change in the industry.

The world's largest advertisinbg companyhas  been simplifying its business, consolidating, and repositioning since the departure of founder Sir Martin Sorrell in 2018.

Read's slide from the London briefing:

wpp

He listed the questions being asked by CEOs, CMOs and CIOs:

  • How can I adopt technology faster to meet customer expectations?
  • How do I personalise my marketing in a way that’s not creepy?
  • How do I build my brand online and protect my reputation?
  • How can I know that my messages appear in safe environments?
  • How do I sell more online? Should I work with Amazon or go direct?
  • How do I navigate competing marketing technology vendors?
  • Should I go with Adobe or Salesforce?
  • How can I maximise the returns and value from my investments
  • in Google, Facebook, Amazon or Alibaba?

The world's biggest advertising agency sees its strengths as:

  • Provide clients with stronger transformational leadership
  • Re-invest in and re-invent creativity
  • Integrate “creative” and “digital” to make offer more client-centric
  • Implement a single technology strategy across the company
  • Invest in growth areas of experience, commerce and technology
  • Partner closely with the media technology and MarTech giants

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