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Among marketing chiefs, it's a familiar refrain: We're awash in data about consumers and our products, but what does it all mean?
So, it was not surprising that in their appearances today at the 4A's Transformation Conference in Beverly Hills, Calif., Tim Mahoney of General Motors and Esther Lee of AT&T encouraged agencies—particularly media agencies—to step up to the challenge of interpreting data.
GM and AT&T are among the top spending marketers in the U.S., so the significance of their plea was not lost among agency leaders at the conference, including Harris Diamond, global CEO of McCann Erickson, lead creative agency for GM's Chevrolet brand (via its Commonwealth unit); and Marla Kaplowitz, North American CEO of MEC, AT&T's lead media shop.
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