Brands not owning their data "keeps me awake at night", says Mondelez VP of media and consumer engagement

"The fact that holistically as an industry most clients don't have a real, long-term data strategy keeps me up awake night,"

"frighteningly real, predicting that all media would be traded in this way in due course, including TV, and outdoor media - a point he first made to The Drum at Cannes Lions International Festival of Creativity this summer."

"At the moment data is held by the agencies, which is fine but clients need to become smart data players if we are to get a grip on these changes,"

"When I was working agency side I realised that clients are too stupid to buy good work, which is one of reasons I came to client side. But the clients doing this stuff well and seeing big numbers have an obligation to push this industry forward. That is why we are always sharing our work. On the"

Many brands lack robust long-term data strategies and do not own their first-party data, leaving agencies in control of valuable customer information. Programmatic trading is expanding and will likely encompass TV and outdoor media, making ownership and real-time capabilities critical. Clients must develop first-party data capabilities and become smart data players to prepare for predominantly programmatic media buying. Mondelez reorganized to capitalize on real-time content marketing and achieved branded-content successes with Oreo and Cadbury's Crème Eggs, with Facebook ad ROI rivalling TV. Brands that achieve significant digital success have an obligation to share learnings to advance industry practices.

Read at The Drum