In an industry awash in digital hype, it takes a strong C-suite executive to reveal the undeniable truth: Digital has its uses, but in many cases, it’s more trouble – and cost – than it’s worth.
Now two very senior marketing and brand executives, from Coca-Cola and Procter & Gamble, are telling it like it is – including opening up their books to share numbers on advertising ROI. In her monthly column for The Drum, Communicus CEO Jeri Smith explains why their realistic assessment of digital advertising sets their companies ahead of the market, and how others can catch up with them.
