The “What Scares Me” List
Just in time for Halloween, AdAge has asked leading experts from all corners of the marketing community what scares them right now. Some responses are funny – Martin Sorrell at Burning Man, the shared nut bowl at a hotel lobby bar and Kanye West. Other responses centered around important social causes, including more yet to be discovered Harvey Weinsteins, the political climate in DC, and even climate change itself.
Of all the groups polled I paid special attentions the client responses. Here are a few which really stood out to me:
- Peter Carter, group director of brand building and integrated communications, Procter & Gamble: What scares this old ad guy is that many modern marketers don’t realize that while advertising platforms have changed, how human beings consume advertising has not. I contend that Facebook works like out-of-home, Pandora works like old-time radio and Twitter works like newspaper headlines. What’s old … is new again.
- Kristi Argyilan, senior VP of marketing, Target: What scares me more than anything is if 2019 is not the year we move forward on the ways we do things in the industry. There’s a lot of hyperbole and we should be kicking into action. Instead of just talking, we should be truly evaluating the quality of the data that we are working with.
- Jill Baskin, CMO, The Hershey Co.: The rise of programmatic media and the level of personalization it takes to deliver the message. What will be the rising value of personalization in the future?
I think there’s less scare and plenty of good advice in this one. Totally worth the five minute read.