Allstate is working toward an 'all programmatic' future

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Advertising Week played host to Allstate SVP Lisa Cochrane. (Photo courtesy Sovev Media)
Advertising Week played host to Allstate SVP Lisa Cochrane. (Photo courtesy Sovev Media)

Allstate is working to buy most of its digital media programmatically, according to Lisa Cochrane, the insurance giant's senior vice president of marketing.

NEW YORK — Speaking at a session called "What keeps CMOs up at night?" at Advertising Week here Tuesday, Lisa Cochrane, Allstate senior vice president of marketing, said the insurance giant is "moving almost as fast as we can to almost all programmatic."

"And we’re moving most of it in house," she added.

Seated alongside Lisa Donohue, chief executive of Starcom USA, Allstate’s media agency, Cochrane said this shift did not mean less work for the agency as it allowed Starcom to concentrate on other aspects of its media, such as strategy.

Cochrane also questioned whether conferences such as Advertising Week should devote so much of their scheduled to the subject of data. "I don’t want to go to bed and think about data," Cochrane said.

"A lot of my best decisions were based on my gut, but that’s a gut that’s got strategy behind it," Cochrane continued. "We have lots of data, and the trick is to work out what data to pay attention to. It’s about having the guts to use the data."

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