Consumers want more of their data private – how should agencies and brands respond?

“Our agency is adopting to modern, post-privacy marketing faster than our competitors and it’s showing. Solving a total business challenge – where the combination of the product, the marketing, the consumer, the market, and so on – must be where brands and agencies mature. In recent history brands and marketers alike, got very stuck in the premise of precision marketing: unbelievably precise targeting through the manipulation of data. But as privacy takes center stage, true integration of all marketing elements and the measurement of all outcomes (not just sales) must be front and center to win over consumers."

Nick Drabicky, our svp + gm of client strategy and services, shared details on one of the core principles of our approach for brands with Sam Bradley from The Drum.

Read the full article here.