Senior industry executives joined Jack Myers for the return of theLegends & Leaders Video Series, filmed over two days in New York City. In this round table discussion, Jack is joined by Adam Harter, VP Marketing - Cultural Connections, Pepsico and Lee Nadler, Marketing MINI USA to discuss the transformation of the media, marketing and advertising industries and its impact on brands. See the interview above. Watch the full serieshere.
How do marketers today balance the need for cost efficiency with the need for quality and targeting? When working with media partners, cost isn’t always the primary driver for some brands. Lee Nadler said for MINI, “It’s not necessarily the lowest CPM that wins, it's the highest value to bring us customers and move our brand forward.”
Adam Harter concurred and talked about how data-driven decisions can actually improve rather than detract from creative campaigns. He said, “I don’t believe you can ever abdicate the responsibility of data to an external partner. That has to be something that we own, never delegate that we embrace it and we build it into everything we do. And I think it’s easy for us sometimes to think of data in terms of efficiency and not always take the time to realize that if you leverage it the right way, it can also be a way to inspire incredible creative.”
Clickhere for Harter’s thoughts on how to harness data as a means of improving creative and attaining “art married with science.”
The Legends & Leaders Video Series was made possible by a generous grant from Warner Brothers Media Sales and is presented by Jack Myers KnowledgeExchange and MediaVillage.
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