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.
Any global event, whether sport or entertainment, creates the same temptation for brands to prioritise presence over purpose. But the biggest lesson from this World Cup is not that brands need to shout louder, it is that promotional activity performs best when it reflects how people actually experience the tournament.
The brands that succeed over the next decade will be the ones that rediscover the simple truth of why they exist, and stretch towards the dream of how they can add more to the world, then express that clearly and consistently in everything they do.
When agencies are able to demonstrate likely outcomes before campaigns launch, conversations become less speculative and more evidence-based.
