Seeing through clients eyes is the main blind spot for advertising agencies

Sérgio Carvalho, Head of Marketing at Fidelidade, shared his vision about the future of marketing at AMIN Lisboa conference.

It’s not just agencies that are on the verge of disruption, the whole marketing industry supply chain is undergoing dramatic transformation. It’s not yet clear where the budget for agencies will come from or who the key decision-maker in the future will be. Gartner, Forrester and others are anticipating that the Chief Experience Officer or CXO will soon replace the CMO to be the face of marketing of the future: marketing that integrates the whole enterprise and can optimize investments across the whole of the customer experience.

Fidelidade, Portugal’s largest and oldest insurance company with more than 200 years of history, is probably the most innovative company in its sector. Sérgio showed us his omni-channel vision for the company and how he manages to have a fully integrated view of the customer.

In the video below, Sérgio talks about the main blind spots within our industry and reveals the biggest blind spot he had to overcome to get to where he is today.