Transformation in Digital Advertising

4,163 views · Published 30 September 2013 · 44:47 · Indexed 11 October 2026

Channel: LinkedIn for Marketing · 2013 · Travel & Events

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Gunther Schumacher Worldwide President & COO at OgilvyOne

Traditionally, marketing has focused on individual customer value created through one-off transactions or, at best, lifetime customer value. The rise of social media has expanded the definition of value to include the network effect of advocacy and active collaboration and co-creation. Technology, creativity and data work together to maximize the network effect and capture Total Customer Value. This presentation will draw upon the latest research into how Total Customer Value can be created and will demonstrate how OgilvyOne Worldwide has effectively achieved this for our global business-to-business clients.

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