Welcome back to Modern Marketing and Measurement. On this episode I sit down with Jessica Shapiro, CMO at LiveRamp, to talk about what she coins a Brand Renaissance. We cover how data collaboration helps connect the full customer picture, how personalization should support (not dilute) brand, and why treating customer data with care is key to building relationships that actually last.
What if the problem with the agency model isn’t whether an agency is independent or owned by a holding company, but the shape of the agency itself?
Oak View Group’s new partnership with BIG Digital points to a broader shift in sports and live entertainment, as venues turn physical spaces into flexible media environments capable of delivering fan engagement, sponsor activation and measurable value long after audiences walk through the doors.
The most successful campaigns will consider how fans move through their day, where they gather, what information they’re looking for, and how brands can contribute to those experiences in ways that feel authentic rather than intrusive.