Investors, under pressure from their own technological disruption, have pushed toward demonstrable results from marketing, which has resulted in the chase for quarterly profits to the detriment of brand-building and exacerbated the structural erosion of traditional media, according to a financial analyst specialising in media brands.
Catherine O'Neill, director of Citi Research's European Media Team, speaking at Newsworks' Shift (London, February 2018) conference, explained that many of the pressures that marketers feel from the C-suite down, reflect the same pressures on the City.
At the core of both disruptions is tech. Not only is it changing the balance of advertising...