"CRM provides such a rich understanding of audiences and it helps facilitate data-driven creative. [Creatives] are the last agency type, if you will, to really pursue this strategy." - Jay Pattisall, Forrester Research.
"FCB/Six has done a spectacular job of growing its value proposition by integrating a creative mindset into conversion-based marketing spaces, including Salesforce."
"FCB/Six's 15% revenue growth in 2023 highlights a shift in strategy towards embracing performance marketing while still retaining creative essence in advertising."
"As the fundamentals of the marketing business drift towards performance marketing, agencies must adapt or face obsolescence in meeting evolving client needs."
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