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NEW YORK The move to digital media is proving startlingly complex for marketers and agencies, pushing the need for increased coordination and collaboration among the many parts of the marketing ecosystem.
That was the conclusion voiced at the opening sessions of the MIXX Conference, which the Interactive Advertising Bureau is holding here as part of Advertising Week.
In an opening keynote, American Express chief marketing officer John Hayes said the many facets of digital marketing is forcing his company to insist on collaboration with and between its agencies.
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