Renault’s vice-president of global brand strategy laments the amount of time he spends stuck on committees and working in spreadsheets, while Bella Italia’s head of digital says her board doesn’t even care about the cost per impression (CPM). Their shared frustration? Marketers have lost their common sense.

Driven by an obsession with data, KPIs and the thrill of being able to watch return on investment in real-time, conversations at Ad:tech London yesterday (27 September) suggest a growing number of marketers have forgotten the basics: how to talk to customers.

“We’re currently trying to get everyone to go back to common sense,” Renault’s Bastien Schupp said, speaking on a panel run by Oystercatchers‘ Suki Thompson.

“Everyone’s talking in fancy technical terms but when I see a tactical ad during the World Cup semi-final on TV that drives me completely nuts. We need to find a balance between doing the basic things right, getting the right KPIs into the business and keeping some kind of common sense.”

Schupp, who is currently on a mission to inject some ‘va va voom’ back into Renault, said not enough of his time is spent talking about creative. Instead, he finds himself “stuck in committees, spreadsheets and boring stuff all the time”.

Sourced through Scoop.it from: www.marketingweek.com