With new regulations and more brands taking control of their data, data management is on the radar in 2018. As advertisers attempt to achieve personalisation at scale, how can agencies and brands prepare?
It could well be a case of history repeating. As we head into 2018, Procter & Gamble's chief brand officer Marc Pritchard looks to be setting the agenda for the second year in a row following his comments regarding one-to-one marketing at scale.