AmEx exec: Agencies need to take a harder look at societal transformations

Agencies and brands are neglecting to track and convert societal changes into insights for advertising, American Express Chief Marketing Officer John Hayes said at the 4A's Transformation conference. Noting such phenomena as the rapid change in marital patterns, Hayes said marketers should gauge whether they're adapting their thinking as quickly and in ways that can grow client business. "You have a very bright future, as long as you're willing to have curiosity to understand what's going on in our world," he said.

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