Brands risk chasing the ROI ‘bogeyman’ over long-term profitability

January 12, 2017 9:40 am

The very notion cross-border marketing is under threat in 2017, argues Sanjay Nazerali, global chief strategy officer at Dentsu Aegis Network and a head judge of the World Media Awards.

The past 12 months have been tough to take for those with a globalised, liberal view of the world – and have raised serious questions about the international media industry as we know it.

Will brand-owners continue to look to advertise with cross-border campaigns in an environment in which the UK is preparing to leave the European Union and the US is about to welcome a new president who has routinely disparaged international trade deals?

Sanjay Nazerali, the former MTV and BBC marketer now leading global strategy for Dentsu Aegis Network, warns that the international media industry faces a trio of threats: the rise of cultural nationalism; the clamour for ‘atomising’ data-driven marketing; and a dearth of truly premium, cross-border inventory. READ THE FULL INTERVIEW