This week, in Berlin, Digiday brought together 50 executives from brands and technology companies from Germany, other European countries and the United States at our first European brand summit.
During the summit, we held working group meetings and town halls to discuss the greatest challenges facing these brands: agencies, platform relationships and internal organization. These meetings were held under the Chatham House Rule — on the record, without attribution of names or companies. Here are the candid thoughts shared during those meetings.
Read the first part on what marketers really think about influencers and Amazon here.
“Emails are the biggest problem. I’m sick of email tennis.”
“What stops us from doing new things or trying new technologies are colleagues who have been using email for 20 years, and they refuse.”
“We have too many ways to communicate. A lot of things get lost along the way, especially from headquarters to local offices.”
“We’re a relatively mature set of employees. The culture is more of a client culture than an agency culture. Most young guys who are real data-crunching geeks or data scientists are more attracted by the agency universe.”
“We have very traditional brands and a very old CEO. Digitalization is really a problem. We are so slow. Our CEO says our brands are built by old people, and they’re not online.”
“The hardest part has been the talent. It’s easy to have a vision. It’s taken two quarters to build the right talent to support what we’re doing in-house. It’s the biggest challenge to me as a CMO.”
“I’m still not happy with the role social plays as customer service. We as marketers get caught up in buzzwords. At the end of the day, I’m a salesperson and need to ship cases. I haven’t been bought into some of the things we’ve been doing socially.”
“We need to treat our agencies like partners. Involve them in everything. We often don’t.”
“There’s so much disconnect between the brand and agency and what the agency wants to achieve. The agency doesn’t understand an idea or is just entirely focused on results.”
“The problem is that it’s never said up front what we want and what the agency wants.”
“We often don’t realize agencies have a business to run as well.”
“When you’re in a brand as an assistant brand manager, you’re often No. 2 to the agency. My leadership looks at the agency as the No. 1. Because the assistant brand managers are expendable. The agency is not. You’d be surprised at how much they can do.”
“Agencies earn so much money with classic modes of communication that they never need to build new departments that do things like CRM or innovative new media.”
“Agencies are guessing. Just guessing. And clients are believing.”
“You get the agency you deserve.”
As influencer marketing grows up, brands, agencies experiment with new content tools like bots
Influencer marketing is maturing as a business for many media firms, as they find ways to leverage creator content and gain new audiences.
No more newspaper ads: Why J.C. Penney is going digital-first this holiday season
As shoppers continue to shift to e-commerce, legacy retailer J.C. Penney is making its strategy digital-first to keep up.
Confessions of a Super Smash Bros. tournament organizer on Nintendo’s lack of support for competitive gaming
Unlike other publishers such as Activision Blizzard and Riot Games, which have pumped millions of dollars into organizing and marketing esports leagues for their titles, Nintendo has never offered serious prize money for competitive Smash events.
SponsoredHow Comscore is simplifying pre- and post-campaign measurement for advertisers
Produced in partnership with Marketecture The following article provides highlights from an interview between Greg Dale, Comscore’s general manager of digital, and Mike Shields, co-founder of Marketecture. Register for free to watch more of the discussion and learn how advanced advertising measurement is providing advertisers access to the deep data they need across all platforms. […]
How the new Web3 loyalty program at Starbucks will be a litmus test for the future of branded NFTs
Starting with a small group of members and employees, Starbucks will invite participants into “journeys” that allow them to collect NFTs and points that unlock new benefits and experiences.
Inside the tensions countering advertisers’ latest quest for programmatic transparency
Brands such as P&G and Unilever have cooled on auditors' proposals in a study led by the ANA.