Marketers and agencies today are awash in data points. But the value in accumulating data is only realized when organizations are willing and able to adapt to it. That’s especially true of the agency-client partnership model. Agencies today have increasingly diverse and evolving skill sets that often crash into the reality of legacy client-organization structures. Target and GroupM recently launched a bespoke agency model that’s designed to both adapt to the realities of today’s market – and to keep adapting, based on data, as the landscape evolves.
Kristi Argyilan, Senior Vice President, Media & Guest Engagement, Target
Kelly Clark, Global CEO, GroupM
Michal Lev-Ram, Senior Writer, FORTUNE