Digital advertising is not a two-horse race between Google and Facebook: Daryl Lee
Daryl Lee is the Global CEO of IPG Mediabrands, and is responsible for the vision, strategy, and performance of the company’s global network. On Monday, Lee participated in the 21st edition of e4m Conclave. He spoke to exchange4media Director & Co-Founder Nawal Ahuja on a range of topics, including disruption in advertising business due to pandemic, shake-up in the agency landscape due to the entry of consulting firms, Google-Facebook duopoly and his view of the Indian market.
In what way will this pandemic fundamentally change the advertising and marketing ecosystem?
“The pandemic has been an unprecedented experience in our lifetimes. It’s not like typical boom and bust cycles since it is not financially driven. We have seen this extreme behaviour shift not due to some economic crisis. It’s a global health crisis which is happening at the same time. It has led people to change their work pattern and life pattern. When you change your life pattern, that’s a change that will never go away. This is a fundamental shift in the life pattern where we have begun to understand what we can do in a traditional work environment and what we can do outside it. Technology has been a big differentiator in allowing us to do that. In that sense, the pandemic is a disruption as opposed to just a blip.”
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