When Rory Sutherland, the vice-chairman of Ogilvy UK and world-renowned advertising expert, says marketers are getting it wrong, there is a problem.
Despite all the strides the industry has made in digital and data analytics, Sutherland said marketing agencies were focusing too much attention on justifying why they bought the media rather than actually creating value.
“When the digital age came along, digital advertising hit us. It suddenly ran into the problem that no one...
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