Colgate-Palmolive’s CMO envisions the agency of the future

Colgate-Palmolive, the consumer goods company, believes that agencies will need to become more integrated in the future if they are to fully serve the changing needs of clients.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands