Marc Pritchard

Heather Fletcher is senior content editor with Target Marketing.

Dani Simpson is the co-founder and president at Pure Growth Consulting, a marketing and media consultancy focusing on business growth for brands. Reach her at dsimpson@puregrowth.com.

Last week, I had a dream — and in it, Karen Carpenter and I were friends. The following night, I had a similar dream — and this time it was Carly Simon. I literally went to bed the next night hoping for a Roberta Flack visitation.

The world’s most influential CMOs bring in more than ROI and they influence more than their companies and their verticals. Much the same as Target Marketing’s list of the most influential marketers, Forbes came up with a report that valued customer-centric and value-driven CMOs at the top.

For now, Facebook is losing advertising revenue in the low seven digits as Mozilla “presses pause.” This may be the beginning of an exodus of marketing money from the social media giant and, perhaps, of users scared of their private data being used in ways they don’t like. But is it?

From CES to the Big Game to the IAB Annual Leadership Meeting that ends today, marketers are buzzing about what needs to change in 2018 to improve digital ad effectiveness and how the industry as a whole can deliver on these needs. Here are five trends that I believe have risen to the top and demand attention.

Thanks to P&G Chief Brand Officer Marc Pritchard’s now infamous speech, media transparency is one of the hottest topics today. His remarks put players across the industry — from media agencies to publishers to measurement suppliers spanning the multi-layered, “murky supply chain” — on notice to shape up and get more transparent … or risk losing the business of the world’s largest advertiser. According to Pritchard, “We’re all spending too much of our time and wasting investment on non-standard and faulty measurement. There are too many touches and too many players grading their own homework.”

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