VCCP boss warns ‘we’re in danger of getting the targeting bulls in front of brand building cart’

The founder and chairman of creative agency VCCP has warned Australian marketers that the industry globally is at risk of over emphasising programmatic at the expense of brand building.

Speaking at the Australian Association of National Advertisers end of year drinks Charles Vallance took aim at the growing focus on programmatic marketing arguing many brands were diverting spend at the expense of a traditional brand focus.

“We are in danger of getting the targeting bulls in front of the brand building cart,” Vallance told the room. “Amid the rise of big data and digital generally our ability to target stuff have grown exponentially in fact it has improve beyond recognition.