MEDIAPOST: IT'S A MARATHON AND A SPRINT, BUILDING CREATIVE AGENCY DATA CAPABILITIES
Evolution became clear in a fractured media environment, said Josh Ehart, EVP, Chief Data Officer, EnergyBBDO. Clients need to be more nimble because consumers expect more from brand experiences. "How do we move from mass world, classic marketing through a funnel that no longer exists," he asked. "What data can we use from the most addressable sources and how does that inform us."
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