In the not-so-distant past, Alexandra Volger was launching SK-II’s Snapchat channel, an initiative executed with “great pride” at the time.

In hindsight, however, the move showed how the digital landscape is constantly and rapidly evolving, as Volger believes Snapchat is now "virtually dead" in the region .

Volger, P&G's digital transformation, marketing and communications director was speaking at a panel session about data-driven creativity at ATS Singapore hosted by ExchangeWire. “You really have to keep with the pace of change.”

While in the past there was a playbook for TV or print, there is no playbook for marketers today to turn to, and for good reason.

“We are in a world where content is competing with everything,” she said. “As soon as you think you’ve mastered something, the next change comes along.”

Ultimately, the human process of marketing is still key and “there’s a role for humans in the age of robots”.