Traditional Brands Going DTC are Having a Cold Shower Moment says MediaCom’s Brennan

The direct-to-consumer (DTC) explosion has been positive overall and produced a number of incredible success stories. But traditional brands which have experimented selling direct to consumer are now stepping back and interrogating whether it’s beneficial for the consumer to sell to them directly says Liam Brennan, global director of innovation at MediaCom. In this interview, Brennan also discusses why first-party consumer data isn’t actually too important for a lot of brands, and why brands are increasingly looking at consumer signals to target their ads and tailor their creative. Filmed at the Cannes Lions Festival 2019.