MERCADEO Versión en español
Rishad Tobaccowala Is Out to Save The Soul of The Ad Business With His New Book
Manuela Walfenzao| 6 de marzo de 2020
Rishad Tobaccowala 20
Rishad Tobaccowala, who has served as Chief Growth Officer and Chief Strategist at Publicis Groupe, and is now the senior advisor to management, was in Mexico City presenting his most recent book, Restoring the Soul of Business: Staying Human in the Age of Data. He was also the closing speaker of Advertising Week LatAm 2020 with a presentation that addressed the practices that people and companies should follow in the age of data and AI to better serve the interests of humanity. “You must be concerned about purpose, meaning, and culture. Marketing is more about history than about mathematical tables. People choose with their hearts and use the numbers to justify the decisions they make,” he said. During his presentation, Tobaccowala spoke about the need to put people, their emotions and their culture first, because they shape the soul of companies and are the most powerful weapon for winning in this digital age. “This is a book about human beings and for human beings. I avoided filling it with case studies, these are more leadership tools.” He deliberated about leadership in the industry and said that integrity is vital: “Do you have empathy? Can you inspire others? Can you as a leader accept your vulnerability and say you don’t know how to do something?” He added that companies should encourage more human contact to stimulate connections, and recalled that talent should not just work for companies, but that companies should work to encourage talent. He concluded that advertising is having a great moment. “The future is extremely bright,” Tobaccowala said. “We are entering the third connected era where machine learning, the Internet of things, voice learning and 5G will speed up technology so we can have transcendental connections with our consumers.”
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Chris Foster asume como VP sénior de clientes globales en Publicis Groupe