The demand for increasing financial advertising accountability is forcing marketing departments to develop and learn new tricks of the trade.
If you overheard a conversation between two CMOs you would likely hear terms like bid, performance, and optimization. In fact, according to the February 2010 Fuqua/AMA CMO study, "ROI concerns dominated…" the topics CMOs wanted to discuss among themselves. This emphasis on marketing return on investment may seem more appropriate on Wall Street than Madison Avenue, but this new focus on accountability is a good thing. Since CMOs are spending billions annually building marketing portfolios and "investing" in different marketing campaigns across multiple media types, applying some of Wall Street's portfolio optimization wisdom will help them drive the highest ROI (define) from their advertising efforts. Below are some marketing portfolio optimization tips that would make a marketer from the house of Goldman or Morgan proud.
The demand for increasing financial advertising accountability is forcing marketing departments to develop and learn new tricks of the trade. By borrowing some of the hard-learned lessons of Wall Street, the Madison Avenue creative community can accelerate this evolution and drive better results for their marketing investments.
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Jonathan was CEO at MediaWhiz until July 2011. He was responsible for guiding strategy and operational execution, including overseeing the integration of the company's suite of marketing services, leading the development of new and unique capabilities, and ensuring the organization delivered better results for its performance marketing clients.
Before joining MediaWhiz, Jonathan was president of Lillian Vernon Corp., where he was responsible for the management of the company and its subsidiaries. Lillian Vernon was sold to a group of investors in July 2006.
Previously, Jonathan was the chief strategy officer of DoubleClick, where he was in charge of setting strategy and overseeing M&A. He began his tenure at DoubleClick as vice president responsible for the company's Internet Advertising Network before being appointed senior vice president of the company's Abacus online division, where he created DoubleClick's data strategy and oversaw development of new online targeting products and services.
Additionally, Jonathan was the executive responsible for developing United Media's original Web businesses (The Dilbert Zone, Snoopy.com, and Comics.com), and was a senior consultant with McKinsey & Co.
Singapore, 5-6 March
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Hong Kong, April 2015
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