Shephali Bhatt
Feb 27, 2012

Adtech 2012: "Digital marketers realise content worns out quickly," says Ogilvy's Kent Wertime

Kent Wertime, president, Ogilvy Japan, APAC, explains the imperatives for digital marketers at adtech 2012

Adtech 2012:

The third and last keynote session at ad:tech 2012 was delivered by Kent Wertime, president, Ogilvy & Mather, Japan and Asia-Pacific. In his session, Wertime, touched upon the digital marketing imperative. He started off with explaining how companies that get into digital realise that content gets worn out too quickly, hence

content on digital has to be constantly updated.

He added, "It's high -time we moved social media to the centre of our digital operations and not treat it as a mere add-on tool for various strategies. Wertime maintained that social media is not all about establishing a fan base but about having a business case, a solid one at that.

Concluding the session, he stated, "It is crucial that consumers trust what we are doing, hence it's important not to invade their space so much. There are questions around the use of data available to us, it therefore becomes a marketer's responsibility to take care of consumer's trust." 

Source:
Campaign India

Related Articles

Just Published

20 hours ago

Adobe’s APAC CMO: ‘There is a balance between ...

Duncan Egan weighs-in on how much AI should be relied upon and how much B2B marketing is changing, in his own role as a marketer to marketers.

20 hours ago

When the pavement becomes a cancer ward

A gut-punching film from St. Jude India spotlights how unsafe shelter, not treatment, threatens young cancer patients’ survival in metro cities.

21 hours ago

Theblurr bets big on AI to redraw agency rules

The newly-launched AI-native marketing agency promises faster pods, sharper outcomes and no more media-creative silos—or excuses.

21 hours ago

What makes a 'new-age agency' in 2025? Not hype

Speed, soul, and strategy now define creative partnerships—because in today’s feed-fuelled world, relevance fades faster than your next scroll, says Vamos Digital founder.