2022 is off to a rocky start: A supply chain crunch, a talent shortage, and campaign measurement challenges are just a few issues on the agenda. But BMW’s new GM for Marketing Alex McLean says it’s a great time to start – demand has never been so much higher than supply. Digital attribution is a growing challenge, Origin’s Sara Varnell says, and the big measurement companies haven’t cracked it yet, but she’s working with Atomic 212° on an AI-fuelled platform to keep track of valuable conversion data. Atomic212°’s National Managing Director, Rory Heffernan, says clients are facing targets based on historical figures that they can’t replicate. Asier Carazo and Sarah O’Leary, both from Atomic212°, say the days of annual planning are gone and brands being brave is key to success.

 

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2022 is off to a rocky start: A supply chain crunch, a talent shortage, and campaign measurement challenges are just a few issues on the agenda. But BMW&rsquo;s new GM for Marketing Alex McLean says it&rsquo;s a great time to start &ndash; demand has never been so much higher than supply. Digital attribution is a growing challenge, Origin&rsquo;s Sara Varnell says, and the big measurement companies haven&rsquo;t cracked it yet, but she&rsquo;s working with Atomic 212&deg; on an AI-fuelled platform to keep track of valuable conversion data. Atomic212&deg;&rsquo;s National Managing Director, Rory Heffernan, says clients are facing targets based on historical figures that they can&rsquo;t replicate. Asier Carazo and Sarah O&rsquo;Leary, both from Atomic212&deg;, say the days of annual planning are gone and brands being brave is key to success. &nbsp;See <a href="https://omnystudio.com/listener">omnystudio.com/listener</a> for privacy information.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

Why creativity, old school contextual tricks, clever segmentation, and post-cookie measurement are on the 2022 agenda for BMW’s new GM of Marketing Alex McLean and Origin Energy’s Sara Varnell