Canvas CEO Paul Woolmington Bets Big on the Magic When IQ and EQ, Media and Creative Align
"The last click is not what builds a brand." Canvas Worldwide CEO Paul Woolmington speaks out on the forces driving change and innovation in media, advertising and marketing in a no-holds barred conversation with Legends & Leaders host Jack Myers. Paul's comments include a deep dive into the role of upper funnel, lower funnel and attribution. "People know how to do the upper and lower funnel, but the middle funnel requires different disciplines. We are brutally focused on the lower funnel," he says. "We obviously want business outcomes, but attribution is a very complex beast."
The veteran advertising executive who led the "British invasion" of media planners in the mid-1990s has always been recognized as a leading creative guru in a data-focused media world. Read more or listen to the full conversation here.