In our weekly round-up, read what is on the mind of Campaign US' thought leaders.
The power of purpose, by Lee Clow
Advertising icon and chairman of TBWA/Media Arts Lab, director of Media Arts, TBWA/Worldwide Lee Clow wrote about how purpose-based marketing has become his passion and how he spends a lot of his time thinking about creating democratic movements for social good.
Hispanic market strategies must be mainstream, by Montse Barrena
Deutsche LA’s EVP and co-head ofits DLAtino practice Montse Barrena wrote why the Hispanic market conversation needs to happen as part of the development of the overall business strategy, championed all the way up to the C-suite.
Programmatic: Taking it in-house, by Marco Bertozzi
President of VivaKi’s client service team in North America and Audience On Demand in EMEA, Marco Bertozzi, gave his thoughts on advertisers taking programmatic in-house.
Heads Up! By John Osborn
BBDO New York’s president and chief executive John Osborn, discusses how he draws inspiration from long walks and looking up, which has given him a 360-degree view of the business.
Torture-test your next social-media campaign, by Orli LeWinter
360i’s vice-president, social marketing strategy, Orli LeWinter, devised a torture-test that can be used for social media campaigns to mitigate risk.
Is technology taking the magic out of sports fandom? by Arvind Raman
McCann’s senior brand journalist Arvind Raman wrote about how digital media has disrupted the live sorts experience, and brands have to be careful it doesn’t suck the fun out of it.
