Eric Berger, an advisor at Crackle Plus, and JP Maheu, the VP of U.S client services at Twitter, spoke to Variety‘s Susanne Ault about leveraging authenticity and personalized data to communicate more effectively with consumers. During the Variety Studio at Cannes presented by Inscape &, Mahau noted that 65-70% of a marketing campaign’s success “comes from the content, the quality of the creator, the quality of the asset.”

The executive went on to say, “I want to make sure that even personalization doesn’t just become a data issue, it’s a creative content issue. How do you connect the brand to consumers via content that is going to move them and lead them to take action?”



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