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Rishad Tobaccowala

Author, Educator, and Senior Advisor to Publicis Groupe

How Marketing is Being Reinvented for an Experiential Age
April 21, 2021
12:05 – 12:45 p.m.

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Today’s brand is a compilation of experiences, and experiences make brands. In an omni-channel, always-on age, a brand’s experiences certainly include product/service utility and packaging, but also customer service, consumer advocacy, client happiness, and all of its digital interfaces.

Marketers are facing many other radical changes, too: including a shift from the old scale (of manufacturing, distribution, spending) to the new scale (of data, networks, influence); the transition toward re-aggregation that is replacing segmentation; and the rise of data-driven storytelling. As someone who has watched and led many of these changes, Rishad Tobaccowala will share how marketers can best thrive in this age of experience.