BCG’s David Verklin Discusses Leadership, Creativity, and the Future of Advertising (VIDEO)

David Verklin’s Career Across Four Major Businesses

David’s career spans over four decades, during which he played a pivotal role in four distinct industries: advertising general management at Hal Riney & Partners, media at Carat, technology at Canoe Ventures, as Operating Partner at Calera Capital and consulting at Boston Consulting Group (BCG). As David noted, “I’ve been lucky to play a role in four industries and learn from them -- advertising and marketing services, cable television, private equity, and management consulting.”

At Hal Riney & Partners, David ascended to general manager, a rare feat for a media executive in a highly creative agency, underscoring his ability to bridge the divide between media planning and creative execution. Hal Riney, the legendary adman known for his storytelling and brilliant campaigns, had a profound influence on David’s philosophy, particularly in terms of blending creativity with strategic media planning.

In his next role, David led Carat, part of Aegis Group, into the forefront of modern media services, pioneering the integration of data and research to optimize media buying. As he recalled, “When we launched Carat in the U.S., we couldn’t compete on price alone. Instead, we focused on research and strategy, understanding that buying the right media was more important than buying the cheapest.”

David’s career then transitioned into the world of technology as the CEO and founder of Canoe Ventures, where he spearheaded innovations in interactive TV. Finally, David became a senior advisor at BCG, where he continues to consult on technology and media, particularly the impact of AI on the advertising industry. “Much of our work at BCG is about AI and its influence on the marketing services and communications industry,” he said, noting that the intersection of AI, creativity, and leadership is central to the future of the industry.

Creativity, Data, and Leadership in the AI Era

One of the core themes of my discussion with David was the harmony between creativity and data, especially as the advertising industry enters the AI era. David coined the phrase “data is the new creative,” a concept that continues to resonate today. As he explained, “Data is a critical part of leadership. Leadership is a search for the truth, and it has to be fact-based. You have to accept the facts.”

David emphasized that AI can be a powerful tool in the early stages of the creative process, offering headline creation and concept generation as areas where AI shows promise. However, he remained adamant that AI would never replace human ingenuity. “You need creativity at the forefront. AI might spark ideas, but it’s the human touch that connects with the customer,” he stressed.

We also discussed the shifting media landscape, where data and programmatic buying dominate. David remarked that today, “Programmatic is nearly 80% of overall media, and it’s heading toward 100%.” Despite this data-driven focus, David argued that creativity remains as important as ever, particularly in newer platforms like TikTok, where consumers can instantly purchase products after viewing ads.

Shout-Outs and Verklin’s “Mount Rushmore” of Media Innovators

Throughout the interview, David acknowledged the mentors and colleagues who influenced his career. He gave particular praise to Hal Riney, describing him as a visionary who taught him the importance of creative leadership. David also highlighted Paul Singer, a longtime collaborator, as someone who frequently challenged his thinking and helped shape his leadership style.

When asked to name his “Mount Rushmore” of media innovators, David selected four influential figures. First on his list was Mike Moore, who David credited with the vision for the unbundled media industry. Dennis Holt, another media pioneer, was recognized for creating the media buying service model. David also mentioned Gilbert Gross, founder of Carat, and Renetta McCann, a leader who made a significant impact on the media services industry and inspired many, especially women.

David’s reflections on these leaders underscored his deep respect for those who helped shape modern media services, and his acknowledgment of their lasting contributions added an insightful dimension to the interview.

Looking Ahead: The Future of Media and Advertising

As the interview concluded, I asked David about the future of the media industry and the qualities leaders will need to succeed in the AI era. David reiterated the importance of creativity, human connection, and adaptability. He spoke of the need for leaders to mentor the next generation, a role he has taken seriously throughout his career.

“I’ve always tried to be a mentor and help others because I didn’t have anyone to help me when I started. That’s my legacy -- helping others, particularly young people,” David said. He also emphasized the value of staying grounded in humanistic principles, even as technology rapidly evolves. “I don’t see how AI will win the next big new business pitch -- it’s the human side that will continue to drive success.”

The interview closed on a note of optimism for the future, with David expressing excitement about the “green shoots” of innovation emerging in the industry. For those seeking a deeper dive into his insights and reflections, the full interview is available at www.legendsleaders.org.

David’s journey through multiple sectors of the media industry, coupled with his focus on creativity and leadership, offers invaluable lessons for the next generation of leaders navigating the rapidly evolving advertising and media landscape.