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Mike Amour on ‘Exploring and Exploding a Few Myths About Technology in Marketing’ @ exchange4media Conclave 2015

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Mike Amour on ‘Exploring and Exploding a Few Myths About Technology in Marketing’ @ exchange4media Conclave 2015

At exchange4media Conclave 2015, taking place tomorrow in Mumbai Mike Amour, President APAC, Starcom Mediavest Group will speak on ‘Exploring and Exploding a Few Myths About Technology in Marketing’ followed by Q&A moderated by Sam Balsara, Chairman and MD of Madison World.

Sir Martin Sorrell, CEO, WPP Group is the Keynote Speaker for the conclave this year, while some of the other eminent speakers include Arnab Goswami, President-News and Editor in Chief, TIMES NOW and ET NOW,  Saugata Gupta, MD & CEO, Marico.

As every industry spawns new definitions and cultures, also grow myths and misconceptions around its principles, theories and mechanisms. Especially in marketing technology where marketers are still struggling to find a foothold in a dynamic environment; to add to that myth around technology in marketing make them even more risky a proposition, some of the myths we have commonly heard include programmatic is made up of left over inventory,   retargeting is only for retail. A myth about big data is that the more you have, the better it is. 

Amour believes that Asia Pacific is a region that can’t be averaged, especially when it comes to brands and media. Each country is developing at different speeds, with vastly different levels of technological and digital fluency. Amour recently moved over to the media side of the business, after working for top creative and experiential agencies in Europe, the US and Asia. This gives him a unique perspective on what clients need in this rapidly changing world, versus what they say they need. The role of disruption and transformation in our industry is at an all time high. It’s a huge opportunity for marketers, but how should they capitalise on it? How can their brands take advantage of the ever increasing array of media, measurement, and adtech options? Amour will  explore – and explodes – a few myths about technology in marketing, and what it takes to succeed in this rapidly evolving world.

For instance when it comes to programmatic, the biggest myth is that programmatic is made up of left over inventory. Another general misconception around retargeting is that it is only for retail. A myth about big data is that the more you have, the better it is, however the more meaningful it is, the more results it brings.

Responsible for ensuring that the APAC region is aligned with SMG’s global vision and purpose, Amour works across these burgeoning markets to drive global consistency, local relevance and achieve transformational new business wins across global accounts. His focus is also on ensuring adoption of SMG’s next generation product, partnerships and new capabilities across the region. With over 20 years of experience, Amour has held roles as APAC CEO and Chairman with Grey Group and Project: Worldwide, an independent, global network of wholly-owned agencies, over the last ten years. In his most recent role at Project: Worldwide, Amour led the company to double-consolidated revenues in three years via organic growth by creating new partnerships and start-ups and through acquisitions. Prior to this, Amour was Founder and Managing Director of Mayam where he provided CEO level coaching and corporate/marketing strategy development for clients as well as investing in new businesses. Amour has also held roles at McCann-Erickson Worldgroup, Wieden + Kennedy and TBWA Worldwide.

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