Marketers are guilty of chasing efficiency at the expense of effectiveness

Josie Tutty

GroupM and Havas Media Group executives discuss the future of media agencies.

Media agencies shouldn’t rely on ‘Holy Grail’ CRM systems to solve their client’s problems, believes GroupM CEO Mark Lollback. Speaking during a fireside chat at The Future TV Advertising Forum (Sydney, February 2020), Lollback – a former Chief Marketing Officer for McDonald’s in Australia and New Zealand – argued that agencies risk chasing efficiency at the expense of effectiveness.

During the discussion, Lollback said media agencies are guilty of “chasing down the next Holy Grail that's going to solve our business problems, whether that’s buying a Salesforce CRM system or whether it’s doing whatever”.

He confessed to having personal experience...

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