NEW MEDIA
Making friends with data
Fear of job losses and big egos stand in the way of the level of collaboration needed in the digital age
23 February 2023 - 05:00
It’s not often those in the advertising and marketing industry are blunt and critical. It’s a sector partly built on smoke, mirrors, spin, and client retention at all costs. And so, when a little honesty is handed down, it’s not only refreshing but should be taken seriously.
César Vacchiano, president and CEO of Scopen, a global industry research company with a strong footprint in South Africa, believes that for media and advertising agencies to flourish in the digital age, they need to increase their co-operation and ability to source and manage data...
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