Marita Scarfi, Chief Executive Officer of Organic, whose client brands include Pepsi, Visa, and Kimberly-Clark, reflects on the changing climate of mobile and big data within advertising and marketing ecosystem. For our coverage on this year’s Cannes Lions Festival, PSFK spoke with Marita Scarfi about the power of multi-channel marketing.
Marita, you’re back at Cannes. How do you think the industry has changed over the last 12 months?
Mobile has been elevated to a higher level. This is the first year that there is a mobile committee. Traditional and digital continue to merge with digital being a part of everything that is in advertising and marketing. Big data is still the hot topic and has gotten more visibility this year than a year ago.
Is there a particular piece of work your agency has produced that reflects how Organic is evolving?
Yes, the Meth Project. It really shows the power of a marketing ecosystem with content developed across many platforms (TV, Print, OOH, web, social).
What talk at Cannes were you most looking forward to listening to?
P+G: What’s the Big Idea at P+G…I am interested how this is defined by P+G’s CMO given that we work with many brands at P+G.