David Kenny on Efficiency in 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 think that the most important way to make advertising efficient is to listen better to people. People tell you what they’re interested in. They tell you what they need, they tell you what they care about, they tell you what communities they’re in and they tell you how they entertain themselves, and I think if you listen to all of that and put your message in their environment, whether it be in their social network, on their Facebook page, respond to them directly in search, all of those things are efficient because you’re connecting to the people that you matter to, and you’re not wasting the time and money of people who are really not interested in your product, or it isn’t relevant for. So, you take a lot of waste out if you listen first and then talk.
David Kenny offers his ideas for how to run hyper-efficient agencies.
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