Paid, Owned & Earned

Rishad Tobaccowala, chief strategy officer at VivaKi in Chicago, discusses the future of advertising and marketing on Yahoo! Advertising Solutions.

In his vision of the future, Tobaccowala says no one company can do it all, and no one holding company can do it all. He says anybody who tells a client they can do it all is delusional. I like the honesty, but I am curious which tasks your agency can’t or won’t do? Which tasks are you, and VivaKi, willing to let “the other guy” do?

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.