Organic Exec On The Value Of Cross-Platform Content [Cannes]

Organic Exec On The Value Of Cross-Platform Content [Cannes]

Marita Scarfi, CEO of Omnicom's global digital agency, shares her thoughts on the rise of mobile and its effect on multi-channel campaigns.

Carib Guerra
  • 30 june 2012

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.

Thanks Marita!

Cannes Lions International Festival of Creativity

+cannes 2012
+cannes lions
+consumer goods
+Electronics & Gadgets
+Media & Publishing
+Work & Business

More in Entertainment


Adobe Prototype Improves How Immersive Content Is Edited

The Project #SonicScape prototype helps editors work with 360-degree footage and audio

20 October 2017

Performers Turn A Kia Car Into A Musical Instrument

A video for the auto company's new Rio aims to show how a small car can do big things

18 October 2017

The Latest


To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.

October 18, 2017

Bobby Jones, Chief Marketing Officer at Peace First and co-author of Good Is The New Cool, shares his guidelines for marketing to a new generation of socially conscious consumers

September 27, 2017
No search results found.