Advertising Champions with Christopher Fay of Former Kantar Group

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On Advertising Champions, our host, Tony Stanol, interviews bright and engaging members of the digital advertising and media community. On this segment, Tony speaks with Christopher Fay of Former Kantar Group.

Short company description:

Tony, I suggest a conversation around the theme of ‘data’ versus ‘insight’ and how, in 2024, these two will reacquaint themselves with each other and reinforce each other. The big themes would be Martech and cookies and the emerging landscape.

How do you define success?:

Success in marketing happens when everything and everyone works together and Martech and analytics is aligned across all departments – including sales – and the human anthropology of what is being done is fully understood and respected.

How did you get started in your field or work?:

I started as a mall-intercept researcher prior to joining N. America’s largest media department at McCann Worldgroup in New York.

What’s one thing we should know that makes your company unique?:

What makes great marketing companies unique is a process and infrastructure that aligns all stakeholders towards a measured set of efforts towards a common, enterprise-wide goal.

What was the biggest obstacle you had to overcome in your business?:

Having worked all over the world and with 35 of the Fortune 100 marketing departments, I can say that the biggest obstacle that needs to be overcome is siloed behavior. It’s always been an issue. Many state that it is more so at present; maybe so.