Addicks: Marketers shell-shocked by data explosion

This event report is based on the views of Mark Addicks, the ex-CMO of General Mills, and addresses many of the opportunities and challenges now facing marketers.

Addicks: Marketers shell-shocked by data explosion

Geoffrey Precourt

"We are seeing an explosion of ways that a brand can express itself," Mark Addicks insists.

But that's not necessarily good news. As Addicks told delegates at the Advertising Research Foundation's (ARF) Audience Measurement 2016 conference in New York, "I'm a little shocked at how many people on the marketing-side still have their head in the sand."

Addicks spent 26 years on the "marketing-side" at General Mills, the last ten as CMO, before retiring from that post in 2014. Since then, he's been quietly consulting for brands large and small; established and...

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