David Kenny on Building a Global Advertising Network
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: There’s multiple parts to that idea, which we call audience on demand. So, the first part is to collect the audience, and we’re working with the major networks, whether that be the Google and DoubleClick System or the Microsoft and Atlas System, to connect from them to all the other networks so we can really track people by what they’re interested in. So, for instance, we might know new mothers, we might know dog owners, cat owners. We might know people who are intending to buy new automobiles. We might know people who are intending to sell used automobiles. So, we can segment people by their interest and their passions based on all the things they tell us about themselves and all the places they visit. Once we do that, we need to give them messages that are relevant to them, and the way we do that is to take a brand and then slice it into all these individual segments and then alter sometimes the message to better [see] each segment. So that’s the system we’re trying to design. Then, of course, the challenge is how do you do that cost effectively, and, for that part of it, we’re using both automation and talented people around the world, sometimes in lower cost locations, like Costa Rica, like the Ukraine, like China, perhaps even someday in Palestine, so we’re finding great talented people around the world and using those talents to create diversion as opposed to creating them in the same markets where, quite honestly, in some places talent’s just simply too expensive. And that’s to create, the creative that kind of fuels this whole engine of meeting in audience on demand.
David Kenny discusses the myriad ways the internet has changed the industry.
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