David Kenny and Opportunities in Global Advertising
Kenny is Chairman and CEO of Digitas and is a member of the Publicis Groupe Executive Committee, the P12. He leads the Group's overall digital and interactive strategy. Beginning with his appointment as CEO in 1997, Kenny has led Digitas through a decade of evolution and growth to an industry-leading position in digital and direct marketing services. Prior to Digitas, Kenny was a senior partner in the global strategy consulting firm Bain & Company from 1991 to 1997. He was named to its Policy Committee in 1995 at the age of 33. Prior to his consulting career, Kenny held marketing and strategy positions with General Motors Corporation. Kenny holds a B.S. from the General Motors Institute (Kettering University) and an M.B.A. from Harvard Business School. He is a board member for Teach For America and a director of The Corporate Executive Board.
Kenny: I certainly believe that we’re going to see continued growth in Brazil, Russia, India, China, the Middle East, so I think there are geographies that are growing because the economies are growing, more than the West. I also believe that we’re seeing real growth in advertising when it’s associated with products that create really unique value for people. So, new products, new innovations, whether that be in electronics or software services, generates a disproportionate share of advertising. Simply advertising old, stale products or non innovative products, there’s a role for that and there are products that just need to be communicated to new generations. But ultimately I think you’re going to see a real shift of advertising, innovative advertising tied to innovative products because that’s really what’s going to change people’s lives, make them more interesting and more useful.
David Kenny recommends ways to capitalize on pockets of industry growth.
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A new study, led by psychologist Jean Twenge, points to the screen as the problem.
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- The data cover the years 2005–2017, tracking perfectly with the introduction of the iPhone and widespread dissemination of smartphones.
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