Hasta La Creative!

The U.K.’s Marketing Society gathered chief marketing officers together to discuss what they regard as the elephants in the room that make for uncomfortable conversations. Here’s what they talked about at an Advertising Week Europe panel:

“Stop using the word digital,” said Zaid Al-Qassab, chief brand & marketing officer of telecommunications group BT. “The word is causing enormous problems in clients and agencies and the work we’re getting.”

Mr. Al-Qassab said that in the old days when he did print and billboard ads, he wasn’t called a “paper marketer” as he is called a “digital marketer” today. The word digital moves the focus to clicks and likes, rather than customers, and is used heavily in briefs sent to agencies, he said, leading to 300 social media ideas from the agency, and clients asking for something that will “go viral.”

Continue reading at AdAge.com