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Thoughts from Lynchpin

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14th February 2019

Just last month, Marketing Week published a brilliant article titled: “Unilever invests in digital hubs as it unlearns ‘the old ways of doing marketing’”, which really got us talking.

We decided to check in with our CEO, Andrew Hood, and get his thoughts on the issues presented in the article – which can be read here: https://www.marketingweek.com/2019/01/31/unilever-invests-digital-hubs-marketing/.

Here’s what he had to say:

“Over the years, the perception has shifted from digital being a “do no evil” channel to an “unaccountable” one to a (perhaps more accurately) “easy one to accidentally waste money in”.

The search for the optimal balance between algorithms vs human decisioning and agency vs in-house expertise continues to be debated by the major digital media spenders.

It’s interesting that in the same week that Unilever announced its aggressive investment in human talent to manage media spend, Google is offering to manage campaigns, most likely algorithmically, for some key advertisers to let them “focus on their businesses”.

Whatever the magic formula, it is clear programmatic algorithms don’t in themselves guarantee quality growth – especially when run in the interests of the media owner and/or media agency.”

– Andrew Hood, CEO, Lynchpin Analytics.

 

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