"Speaking with The Drum at Groceryshop in Las Vegas, Golden says marketers are overwhelmed by options and underwhelmed by results. "Everything I've done led me here. It always comes back to knowing your audience and removing friction so they can get what they need." The future, as he sees it, belongs to the partners who make things simpler, not noisier."
"Today, Quad combines creative production, media, in-store activation, packaging and data-driven targeting under one roof. Its creative arm, Betty, handles content and design. Rise manages media strategy. The In-Store Connect team focuses on retail media networks and shopper experiences. And its data business provides the connective tissue behind it all. "We mail to 97% of US households," Golden says. "That means we already know what those consumers care about, so we can identify who should be receiving which message.""
Marketing faces cluttered toolsets and too many vendor options, leaving practitioners overwhelmed by choices and underwhelmed by outcomes. Simplification, smarter use of AI, and renewed emphasis on real-world experiences are positioned as the primary drivers for marketing's next evolution. Integrated platforms that combine creative production, media, in-store activation, packaging, and data-driven targeting reduce vendor complexity and centralize capabilities. Broad reach data assets, such as near-universal household mail coverage, enable targeted message delivery based on consumer interests. The most difficult barrier is organizational change rather than capability, requiring leadership to apply pressure and align teams to create significant results.
Read at The Drum
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