Dirk Herbert | Source | Chief Strategy Officer - Americas at Dentsu Creative
Dirk Herbert
As Chief Strategy Officer for dentsu U.S., Dirk’s focus is to is to realize dentsu's mission of “championing meaningful progress” by evolving and orchestrating the network's strategic capabilities to help clients and agencies thrive in a digital-centric world where business success is no longer predicted on marketing at consumers but mattering to people.
Prior to joining dentsu, he successfully led global marketing strategy departments across a range of industry-leading organizations. On the client side, Dirk has led product marketing and marketing strategy at Apple and Disney. On the agency side, Dirk has built and led integrated strategy & digital transformation practices at Ogilvy, McCann, FCB and most recently at iCrossing - across a range of B2B and B2C clients including Amazon, AT&T, Bayer, Bridgestone, Electronic Arts, HP, IBM, Levis, L’Oreal, Microsoft and Toyota.
As a 25 year marketing veteran, Dirk can point to a successful and award-winning track record of driving strategic business initiatives for clients - from digital transformation efforts to innovative marketing and media programs. He’s been recognized for his ability to turn a data-fueled, insights-driven strategy function into a competitive advantage that drives organic and new business growth for both the agencies and clients he supports.
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Dentsu Creative
Chief Strategy Officer - Americas
started Aug 2018
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As Marketers Drive Digital And Data Agendas, U.S. Consumer Awareness And Skepticism Increases, With Implications For CMOs: Survey
The United States is the most dynamic digital economy globally. But U.S. consumers are the least trustful of business and highly protective of their personal data. That’s according to a new survey from Dentsu Aegis Network called “The Digital Society Index 2019: Human Needs in a Digital World.”
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The Real Reason CMOs Are Reevaluating Their Agencies
2018 has been the year of the media review. More of the top 350 advertisers in the US have put their account into review than ever before, according to RECMA, a research company evaluating the media agency industry.
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What marketers can do as digital optimism fades
Consumers most likely to reduce their digital footprint are also most likely to embrace it in the first place. This creates a unique challenge for marketers.
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Brands' ongoing scrutiny of their agency partners is not just about 'ability' but a similar-sounding word: 'agility.'
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"The key for CMOs is to figure out how to stop just marketing at consumers and instead start mattering to people. That will require a mindset shift from unfettered use of data in service of the brand’s agenda to responsible and judicious use of data in service of the consumer’s agenda. Marketers have to be more transparent about their data policies, empower consumers with greater control over how their data is being used, step up efforts to safeguard privacy and actively demonstrate digital’s ability to create positive change by leveraging digital marketing for good, not just for growth."
- Forbes, 'As Marketers Drive Digital And Data Agendas, U.S. Consumer Awareness And Skepticism Increases, With Implications For CMOs: Survey', 4/9/19
