L'Oréal's Shenan Reed on Advertising Being a Service to the Consumer

Bill Duggan In your view from the perspective of a marketer what are some of the most pressing issues in media todayShenan Reed There are three big topics that are top of mind for marketers today First is consumer privacy We must respect the consumer39s desire to keep their data secure and have control over its usage Next is inclusivity in advertising and sourcing We know that the media industry has faced scrutiny for not showing enough positive representation and diversity in advertising and we all recognize a need for an increase in spend with diverse owners Finally there39s the future of measurement in a privacy safe world how will we ensure that we are being efficient and effective with our media spend in a future where our key tracking mechanisms are being deprecatedDuggan What39s new in media that has you excited again from the perspective of a marketerReed I39m excited about a quotcookielessquot world The rise of consumer privacy is an invitation to the industry to reengage with the art of media planning It39s a reminder that we need to build experiences and to ween ourselves off the quotmeasure everythingquot wave we39ve been ridingDuggan Your session at the ANA Media Conference was about advertising being a service to the consumer What do you mean by thatReed Studies reveal that consumers mostly dislike advertising They don39t trust that their data is always being used for good and they continue to turn a blind eye to it As a result media tactics have gotten more aggressive in following consumers around interrupting experiences for exposure and in general behaving rudely My hope is to spark a conversation around turning what feels like the doom and gloom of losing consumer tracking into a positive about how we can get back to the art of advertising and media planning and challenge that advertising when done well is a service to the consumerDuggan With the transition away from cookies firstparty data will be more valuable than ever How are you feeling about L39Oramp233al39s place in the quotpostcookiesquot worldReed I feel very good about our postcookies39 world L39Oramp233al USA has spent years creating engaging consumer experiences on both our directtoconsumer and non directtoconsumer sites and we continue to roll out new services for our consumers regularly We believe that we need to give them a reason to want to engage with us and that having a firstparty relationship with a consumer is a privilege that should not be taken lightlyDuggan What has changed most for you in your role as Senior Vice President Head of Media over the past yearReed The pandemic along with privacy concerns have fundamentally changed consumer behavior In the last year we have seen the rise of retailer media advancements in consumer privacy growth in eCommerce and a surge in new social partners Never has there been more importance in putting the consumer at the center of what we do and how we engage As a head of media I39m not just negotiating great joint business partnerships with media but really helping the business fulfill the promise of delivering amazing consumer experiences using media data and creativityClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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L'Oréal's Shenan Reed on Advertising Being a Service to the Consumer

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