Customization has been the buzzword in marketing for years. But there’s no amount of data that will make a creative in New York able to speak relatably to consumers in Minnesota.
This moment calls for some professional soul-searching: If the industry aims to be customer-centric, why are we purchasing media in an agency-centric way?
Your agency may have access to extensive resources and research tools, but that perceived advantage can become moot in the absence of tangible local market insights.
