Mukul Deoras, the Chief Marketing Officer of Colgate-Palmolive, has some advice for agencies that are eager to avoid the long-term decay of their business models.
"The agency of the future is different from the agency of the past," the lead marketer for the toothpaste-to-detergent manufacturer insisted at the Modern Marketing Summit (MMS) during Advertising Week 2017 in New York City.
Moreover, added Deoras – who was responsible for a global advertising budget of $1.4 billion last year, according to research firm Statista – these next-generation shops will have a clear mission to fulfill.
"I think what is extremely important is...