Alternative marketing thinking


Dreaming Digital

David W Kenny, Chairman and CEO Digitas, is a man with a mission. He wants to transform advertising from mass messages and 30-second commercials that people chat about around the water cooler into personalised messages for each potential customer. It is only a matter of time until nearly all advertisements around the world are digital, he says. His plan is to build a global digital ad network that uses offshore labor to create thousands of versions of ads. Then, using data about consumers and computer algorithms, to decide which advertising message to show at which moment to every person who turns on a computer, cellphone or – eventually – a television. Read the full story.


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