Nissan’s top marketer on why specialist agencies for digital or data are ‘nonsense’

The future of the big five holding companies is in question unless they stop operating as separate businesses with specialist units for digital and data, according to Nissan’s global head of marketing, communications and brand strategy, Roel de Vries.
He says working with different agencies with these specialisms is damaging because both digital and data should be “at the core” of everything brands do. Instead, he believes single units with one P&L should be set-up.
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