Interview

If everything is automated, why are there more humans involved than before? And why is person-to-person trust more important than ever?

In enterprise sales, buying groups now average 10 to 11 stakeholders, stretching to 15 or more in global deals*, and decision cycles can last up to 16 months. Over that time, there are countless touchpoints—each of which has the potential to make or break a deal. And once the deal is done, it doesn’t stop there. Every interaction with a new business partner can strengthen or sabotage the relationship.

Our own Mateusz Kołodziejski, Global Head of Marketing & PR, and Anna Jankowska, Executive Vice President of Global Partnerships, approach B2B sales processes from different places. Still, they share a single vision. In a time when AI is flooding inboxes and online feeds, authentic connections are the only ways to make people believe in your business and to build partnerships that last.

We sat down for a coffee with Anna and Mateusz and got deep into it.

How will clients assess their marketing services partners amid the decline of 3rd-party cookies, and what strategies can help firms prosper?

The digital advertising industry is facing a precipitous moment on the back of Google’s decision to remove 3rd-party cookies from its Chrome browser in 2023, but marketeers must act now by implementing other strategies rather than waiting for the perfect solution to replace their favourite tracking tool. In this interview, Louise McMahon, Automotive Marketing Communications Section Manager at Honda UK, outlines what changes her business has made and what marketing services partners need to do to stay relevant when it comes to cookieless advertising.

Attention-grabbing videos are helping brands across industries to cut through the noise and capture that coveted audience attention span. Such are the power of video ads that within seconds, a viewer learns almost everything you want them to know about your brand and your products. Video ads also have the potential to evoke strong emotions among viewers which improves brand awareness and engagement. To help brands better understand the power of video advertising and the role it plays in brand building, RTB House spoke to Łukasz Wójcik, Marketing & PR Director, Mitsubishi Motors Poland about his experience as both a consumer and a marketer.

Using specialized technology vendors can help a smaller company optimize digital advertising campaigns and compete with bigger rivals.

‘Talent of the Year’ at the 2022 MWG Awards, Robert Heijmans is an energetic advocate of new, cutting-edge approaches to marketing and advertising. He embraces new technology, relishes the challenges of a cookieless future, inspires clients with his vision and is tuned in to the big shifts in the media landscape such as consumer-centric advertising and segmentation. In this interview, Heijmans reveals what future possibilities most excite him.

Tasked with making client budgets deliver maximum results, media agencies have a laser focus on cost optimization and martec trends throughout the planning and execution of digital campaigns. In this article, Gabrielle de Souza, Media Supervisor at Lew’Lara\TBWA Brazil—a leading Brazilian media agency—shares her experiences planning and optimizing campaigns for global brands and how technology platforms can empower agencies to extract maximum value.