On May 19th Connexity hosted a conversation between two big wigs on both sides of the marketing spectrum, and got a fascinating perspective on the convergence of data and creative in marketing.
A conversation with:
- Brian Gleason, CEO of the Americas, Xaxis
- Andrew Essex, Co-founder and Former Vice-Chairman of Droga5
Some key discussion points:
- The CMO of the future will be both creative and data driven: but will they excel in either side? What will their background & education be? Brian and Andrew discuss their different visions of the CMO of the future.
- The divide between ideation and amplification: Brian and Andrew identify a huge issue in the industry: the widening gap between creative agencies and data-driven media agencies. This divide creates a broken system of marketing. They discuss a new way to think about “closed loop” campaigns, and explore how to break down silos, bring data back to the beginning of the process and take and take “big idea” amplification full circle.
- Brian: “The fact that there’s a wall between us—which there is—is a problem. How can we talk about the role of the CMO or what that person should look like yet, if the tools as the disposal of the CMO, whether they be for a creative execution, media execution or programmatic execution, are so disjointed?”
- Brian (on the problem with amplification when you are removed from the creative process): “Most of the time we talk about closed-loop within the media world. So we’ll look at the results of a campaign, but we don’t go back to the core content we’re working with. When it hits my world, I can’t control what the creative is. I can make sure it hits the right person at the right time, but if the work “sucks” it’s not going to resonate no matter how many times I hit them.”
- Andrew (on whether data can inform his creative work): “Very often we use data to post-rationalize and to measure something after the fact, and not enough before. I like the idea of using data to reveal insights, to reveal demand for which we can provide supply.”