By Seb Joseph

There are no absolutes to how brands should adapt advertising technologies but marketers must overcome the temptation to “overcomplicate” strategies if they are to create value in a disruptive media space, according to Nestle’s digital boss Pete Blackshaw.

Business leaders, whether its senior marketers or C-level executives, always want to resolve tensions, explained the FMCG marketer. “Many see things in black and white,” Blackshaw said at the Ad Tech: London conference today (13 October). It’s why he was hired in 2011, tasked with identifying the various tension points preventing Nestle from baking digital into the business.

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Source: The Drum