Cold Call
From Don Draper to Big Data: The Revolution in Advertising
Jul 21, 2017
Harvard Business School professor John Deighton and WPP founder Sir Martin Sorrell discuss the transformation of advertising from the Mad Men era to the digital age. They explore the use of big data and the evolution of marketing agencies. They also discuss the challenges of merging creative and data professionals and the importance of the Chief Marketing Officer in navigating the complex marketing technology ecosystem.
23:19
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Quick takeaways
- Advertising has shifted from traditional creative agencies to data-driven marketing, driven by big data.
- Collaboration between creative and data teams is essential for effective campaigns and meeting clients' evolving needs.
Deep dives
Transition from Mad Men to Math Men and Women in Advertising
The podcast episode explores how advertising has evolved from the days of Mad Men to the era of data-driven marketing. Professor John Dayton and Sir Martin Sorrel discuss the transformation from traditional creative agencies to agency holding companies and the importance of art and science in advertising. They highlight the shift from broadcast marketing to personalized one-to-one marketing, driven by big data. The episode delves into the strategic pillars of WPP, the world's largest communications services group, which include horizontality, fast growth markets, digital, and data. The guests emphasize the need for collaboration between creative and data teams to create effective campaigns and meet clients' evolving needs.
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