Charlie Rutman, Executive Vice President Managing Partner at Horizon Media, is among the industry's best known, respected and liked executives. With a 40-year perspective, he shares insights on the future of our business in my exclusive interview. Read a sampling of his comments below and view my full video interview with Charlie above. Watch all my Legends & Leaders interviews with other senior industry executives at www.LegendsLeaders.org.
RUTMAN: I think the pendulum has swung too far; particularly in this digital world I think the separation of media and messaging may have gone a little bit too far. In my opinion it's not about data. It's really about turning this wealth of data into useful actionable information.
RUTMAN: We're still charged with media outputs. That's just the nature of the business. However, more and more every single day we're being charged with business outcomes -- there's a lot of ways to measure business outcomes. Could be sales, could be new customers, could be customer retention, web traffic, so on. We are a business partner to our clients. Our clients spend hundreds and hundreds of millions of dollars and we have to make sure that that money produces business results. Getting more impressions is not a big deal anymore. Watch Charlie's full interview here.
RUTMAN: So as we interact with all the media companies these days I think the onus is on us to make sure that they understand our clients' priorities. They understand our clients' needs. What they are offering is shaped in a way that helps us produce the designated business outcomes that we need to have. Listen, it's not easy. It's not easy. We're still very much in a transactional world.
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