S3 Ep09: It Depends with Dentsu COO Ian McGrath

Newly appointed Chief Operating Officer of Dentsu Ian McGrath took time out before starting his new job to reflect on his career to date and his perspective on the world of marketing. Ian has lots of thoughts to share, as you will find out, coming from his years of experience working and running top media agencies in Ireland as well as running global media for the brand Poker Stars for the past two years. 

During todays conversation we talk about Ians love of spreadsheets, the role agencies have played in his career, how the move client side happened and the experience of being client side. We talk about culture, accountability and autonomy,  the importance of understanding - understanding culture, geography, global and local nuances - understanding things like marketing and business metrics, the role of testing, understanding loyalty and penetration and all the different areas of marketing are so important. And how ultimately how you use all of this information depends, on so many factors.

03:51 The Importance of Understanding Marketing

10:18 The Shift from Agency to Consultancy

18:11 The Importance of Team Dynamics and Culture

28:19 Understanding International Market Dynamics

42:35 The Role of Brand Power and Share of Voice in Maintaining Market Share

48:40 The Balance Between Global and Local in Marketing

54:25 The Return to Full Service in Marketing Agencies

Thanks to today's show sponsor The Indie List https://indielist.ie/

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