An Agency CEO Calls for Marketers and Partners to Focus on Consumer Connection
Andrew Graff, CEO of Allen & Gerritsen, argues that brands and agencies have become too obsessed with deliverables and explained how his organization has shifted from a focus on market share to a focus on consumer 'life share'
Andrew Graff, CEO of Allen & Gerritsen, argues that brands are too focused on deliverables and not enough on consumer connection. His "life share" framework may reshape how agencies and marketers measure relevance and drive growth.
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