As global CEO of the World Federation of Advertisers, Stephan Loerke has a unique view into the needs of brand marketers who represent billions of dollars in adspend. Loerke sat down after moderating a session at Campaign360 to provide Campaign Asia-Pacific with insight into a series of issues:
How brands plan to evolve their use of agencies: While an increasing number of agencies plan to evolve the way they arrange their affairs with agencies, Loerke reports that there's still a lot of ambivalence over whether in-housing of functions is a necessity, or a false economy.
The impact of privacy legislation: Loerke also appeared at Campaign360 a year ago, when GDPR was just about to be put into place, so this year we asked him to comment about how privacy regulations have changed the landscape so far. His assessment: We ain't seen nothin' yet.
Making the WFA Media Charter a reality: Loerke also provides an update on the WFA's eight-plank platform for reforming digital advertising. Progress is being made on transparency, he argues, as well as on transforming ad fraud, changing it from a low-risk, high-reward activity for bad actors into the opposite of that. He also reveals which plank of the WFA's charter hasn't been getting enough attention so far.