Video: Incoming 4A's President/CEO Marla Kaplowitz on Data, Talent and Complexity

KAPLOWITZ amp160We need to continue to be flexible in the way that we work and the way we evolve in how we manage the complexity of our business and still deliver what the client needsKAPLOWITZ amp160Data is such a key priority because it really cuts across everything from the insights that we need to really do the kind of work and the kind of strategic thinking and the plans that we need to deliver to the analytics that we need to be performing againstamp160 It39s about how we understand the performance of what39s working and what39s not and helping clients understand what39s working These are significant budgets that go into marketing and media and they need to continue to prove the value of those budgetsamp160 So data is key and then making sure we have the right talentKAPLOWITZ amp160This is really a big challenge for us in this industry not only making sure that we have talent that is interested in advertising in media and communications and marketing but people who are not just interested in coming in and moving on quickly It39s very hard for us to show someone right now that they can have a long career because typically people want to have lots of different experiencesamp160 And we also need to focus on how we have more diverse thinking That39s diversity not only of race and ethnicity but also of thought and how you bring the best thinking forward and that39s not about having the same kind of people Watch Marla39s full interview hereKAPLOWITZ amp160There39s been a lot of scrutiny lately as it relates to measurement and the need to have not only thirdparty validation but to be able to buy against the thirdparty verificationamp160 It gets back to what is a client trying to deliveramp160 What are their KPIsamp160 It39s not just the top of the funnelamp160it39s all the way through and it39s not just the direct marketing agency anymore which really evolved to become the digital agenciesKAPLOWITZ amp160It39s always going to be about valueamp160 What is the pricevalue relationship of what media companies are delivering and what we are actually buying on behalf of our clients One of the challenges right now is how do we make sure we39re getting the right audience How do we ensure that we39re targeting that they39re actually being exposed to the ad and that they39re actually not just being exposed to a small portion of itamp160 If we39re talking about video that it39s not just a few seconds but it39s something that39s more engagingamp160 That39s incumbent upon the advertiser as well to ensure that the creative is such that it is captivating for that consumer Watch Marla39s full interview hereKAPLOWITZ amp160How do you make it a worthwhile experience for the consumer amp160The media partners can help us in that areaamp160 Many of them have been very good about saying here areamp160some areas where we can offer advice to you on what works on the platform what doesn39tamp160 We have to stop assuming that if you create let39s say a 30second ad you can just run it everywhere You need to really understand what is the behavior of that platform or that experience and make it more native to that overall platform that you39re trying to deliver the message inKAPLOWITZ amp160Our clients are facing so many challenges these days with what39s happening in the political landscape consumer shifts technology they are very confused they are confused about how do they really navigate the right futureamp160 There is so much data as we talked about earlier and how you really think about what is the right path to go inamp160 We really need to consider what are our objectives and how do we want to drive thatamp160 But we need to really understand what our clients want and we have to try and simplify the complex for themamp160I think if I was going to say what do clients need we need to simplify the complex amp160It is a big challengeamp160 It is not a simple world and it39s getting more and more complicated but I think we need to help translate that for them and get them to understand where their areas of focus should be and really partner with them on thatWatch my full interview with incoming 4As President Marla Kaplowitz hereamp160and view the full Legends ampamp Leaders Video Interview Series hereClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Video: Incoming 4A's President/CEO Marla Kaplowitz on Data, Talent and Complexity

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Jack Myers

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Video: Incoming 4A's President/CEO Marla Kaplowitz on Data, Talent and Complexity

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Jack Myers

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