Chevy CMO: Media Partners Help Reach Consumers Faster Than Creative Directors
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General Motors global Chevrolet marketing chief Tim Mahoney didn’t give “proper homage to the creative side of the house.”
That was a quip McCann Worldgroup CEO Harris Diamond said in jest during his interview with Mr. Mahoney onstage at the 4As Transformation conference. It was a reaction to how marketers like GM are increasingly turning to media partners and seeing more value in what they offer, sometimes even at the expense of creative agencies.
When asked what he is looking for from media partners — much of Tuesday’s agenda at the conference was focused on media — Mr. Mahoney said that media partners these days increasingly help the marketer reach its target. As technology advances, he said, media partners can help the company “find innovative ways to reach consumers faster than creative directors who came from art school.”
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