After two decades with the world's largest ad media company by billings, the man they call "
" is still hungry, still changing. Good job - advertising is about to change, a lot.
"If someone were to watch me in any given day, I still read scripts from television shows, I still make calls on development - in the next minute, I may be dealing with a computer or trading issue," says Irwin Gotlieb.
Currently chairman of GroupM, Gotlieb previously led MediaVest Worldwide, led Mindshare Worldwide and was CEO of GroupM before moving to chair in 2012.
Renowned for his sharp ability to spot future trends, Gotlieb, who grew up in Japan and taught himself to code on some of the earliest computers, leverages decades of experience to spot the next wave. So what's next for advertising?
"It will be much more performance-based than it is today," he tells Beet.TV. "I think we'll be dealing with outcomes (for marketers) as opposed to media (content) delivery. I believe that it will be enabled by granularity of data.
"Instead of product development cycles based on a typical person, everything will be based on collaborative filtering, understanding things at a census level. The closest thing we'll be doing to modelling down the road, is creating buckets of individuals who have similar behaviour patterns."
After so many years in the business, Gotlieb clearly still has a real zeal for changing, adapting and creating the future of media - an industry he says is a perfect choice for young new starters.
"I can't think of any other business where you get to play with technology, where you get to play with content, where you get deal-making, where you get strategic insight, input and analytics," he says. "We cover the whole gamut of things."
So, what would be the "king of advertising's" advice to the pretenders to the throne?
"Come at it from a perspective that says, 'there are no rules, disruption is okay'," he says. "Just cause someone hasn't done it before, doesn't mean it can't be done. Just get on with it."
This is segment is part of Beet.TV's "Media Revolutionaries," a 50-part series of interviews with key innovators and leaders in the media, technology and advertising industries, sponsored by Xaxis and Microsoft. Xaxis is a unit of WPP.
Gotlieb was interviewed in his New York office for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital.
You can find this post on Beet.TV.
Support HuffPost
Our 2024 Coverage Needs You
Your Loyalty Means The World To Us
At HuffPost, we believe that everyone needs high-quality journalism, but we understand that not everyone can afford to pay for expensive news subscriptions. That is why we are committed to providing deeply reported, carefully fact-checked news that is freely accessible to everyone.
Whether you come to HuffPost for updates on the 2024 presidential race, hard-hitting investigations into critical issues facing our country today, or trending stories that make you laugh, we appreciate you. The truth is, news costs money to produce, and we are proud that we have never put our stories behind an expensive paywall.
Would you join us to help keep our stories free for all? Your contribution of as little as $2 will go a long way.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. Would you consider becoming a regular HuffPost contributor?
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. If circumstances have changed since you last contributed, we hope you’ll consider contributing to HuffPost once more.
Support HuffPostAlready contributed? Log in to hide these messages.