David Kenny on the Evolution of 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: Well, I think it’s search engines and ad networks and there’s all sorts of ways to connect to people as individuals, and what I think we’re going to find is that we’re more of a market maker, where we’re trying to find a bid in and ask to communicate with any person at any point in time. That market will clear on the value of that person as well as the value of the product. So I think, in many ways, we’re going to be more like other transparent markets, whether those be equities markets or bond markets or real estate markets, and that’s actually a good thing, because I think that transparency is going to create better economic rigor around making sure that advertising really works and that people will spend more on the things that work and less on the things that don’t work. Once you’ve done that, once you’ve done that matching of people and message, then you’re still going to have great creativity to try to capture people’s imagination, their hopes and aspirations and be a valid part of their community.
David Kenny describes how advertising will become completely individualized.
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