Desperately Seeking Risk Tolerance, Rigor and Speed

Advertising Age’s Emily Tan asked some of digital’s top movers to identify the biggest trends and challenges that lie ahead for brands and those who would serve them.
Shane Steele, director-emerging media and online advertising at Coca-Cola Co. offers a client’s perspective:
“The ideal is to identify and test new platforms that offer a first-mover advantage, that are measurable and that can be scaled effectively to deliver a significant return on investment. From a process perspective, this requires risk tolerance, rigor and speed, which can be significant challenges for organizations to overcome.”
Nick Law, chief creative officer, R/GA offers an agency perspective:
“The emergence of digital as the hub of marketing. More and more agencies with a robust digital discipline at their center will be asked to steer clients’ brands.”

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