‘We are due for deeper collaboration’: 4A’s attendees give their thoughts on what needs to be transformed in the business

Given that the industry continues to be upended by things like the shift to digital, data and now the rise of artificial intelligence and virtual reality, the theme of “transformation” seemed particularly apt the 4A’s Transformation conference in Los Angeles this year,

At the event, The Drum asked attendees including ANA CEO Bob Liodice, R/GA’s global chief strategy officer Barry Wacksman, Target’s senior vice president of media and guest engagement Kristi Argyilan, Duncan Channon’s chief marketing officer Parker Channon and Starcom’s president of investment and activation Amanda Richman to give their thoughts on what they think needs to be transformed in 2017.

Wacksman said that there are a number of transformations already happening within the industry, not the least of which being the rise of in-house shops, the Google and Facebook duopoly, and consulting firms like Accenture trying to get into the business, all of which he thinks will ultimately transform the way that agencies operate.

For Argyilan, the biggest change she wants to see this year is a transformation of the video marketplace so that better data can be used to make video buying decisions.

Check out the rest of the responses in the video above. To find out what 4A’s Transformation attendees had to say on the topic of humanity within the industry, click here.

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Doug Zanger

Doug Zanger is the Americas editor for The Drum. He leads the Americas editorial team’s content activity in the growing region. Based in Portland, Oregon, he is committed to sharing the most meaningful stories that benefit the global industry and its people. A Minnesota native, Zanger has covered a wide range of brands, issues and personalities, including Aloe Blacc, Seu Jorge, Wendy Clark, Susan Credle, Dan Wieden, Jeff Goodby and more. Fiercely dedicated to diversity, equality and talent, he has interviewed several women in leadership roles through his Exceptional Women of the World podcast.

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