A CMO Confidential Interview with Sean Peters, the Chief Strategy Officer of Publicis Media, CEO of Publicis Collective and former Chief Operating Officer of Zenith. Sean discusses the pressure on media agencies to drive outcomes, how to be a true "business partner," and the risks of measuring what can be measured versus what should be measured.

Key topics include: the importance of creating a true "high-value data set" which includes media, creative, sales, and product; how marketers can fully understand what they get from media; and his belief that AI is likely going to make things worse if data inputs are flawed. Tune in to hear how his career has benefitted from "following leaders versus titles."

00:00 Welcome to CMO Confidential: Inside the World of Chief Marketing Officers

00:39 Introducing Sean Peters: A Veteran in the Media Business

01:34 Navigating the Dynamic Media Marketplace: Insights from Sean Peters

04:26 The Evolution of Media Measurement and Analytics

13:46 Addressing Brand Safety and the Impact of Cookie Deprecation

18:52 Strategic Advice for Marketers: Integrating Data and Media

23:17 Career Insights and Final Thoughts from Sean Peters

26:07 Wrapping Up with Practical Advice and a Look Ahead

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