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In the context of the 5th Annual RBS Marketing Summit, we interviewed the opening keynote speaker, Andrea Terrassa, Global COO of Dentsu Creative and COO of Dentsu Americas, to get her insights into “The Future of Marketing”, the event’s central topic. Dentsu is an $8.4 billion Japanese global advertising powerhouse “designed for what’s next” as they proudly claim. She says that creativity is at a crossroads; CMOs are focusing on the things they can control. That’s why one of the big concerns for brands this year, and in the years to come, will be owning and connecting with their audience in a world with so much disruption and distraction. Whether it’s keeping up with new technology, or responding to changing consumer behavior, agility is an essential quality for the marketers of today and tomorrow.


Andrea Terrassa is the Global COO of Dentsu Creative and COO of Dentsu Americas. She is a transformational leader with an unwavering belief in the power of creativity and humanity. She has been integral to the unification of over 100 agencies into a single, global creative network. Since launching in 2022, Dentsu Creative has received countless awards, from the Iridium Effie to Cannes Lions Agency of the Year. More importantly though, Dentsu Creative has attracted some of the best talent in the business. And when it comes to people, no one is more committed than Andrea as her impact is felt far and wide. She believes that it is the role of Operations to engineer an environment where complexity and uncertainty are minimized such that people can do the best work of their lives. “The brightest minds unleashed to do their best work is the powerful combination that invites our clients to bring their biggest challenges to Dentsu,” she says.  A proud Latina and active supporter of women and minorities, notably as a founding member of the Women’s Purpose Community and 50/50 Women on Boards’ NYC Leadership Committee, Andrea works tirelessly to make this industry inviting for all. She holds an MBA from Columbia Business School and lives in New Jersey with her husband and three children. Dentsu Creative is “a new global creative network built for today and tomorrow, designed to transform brands and business through the power of modern creativity. We deliver ideas that create, not borrow from, culture; ideas that change society, accelerating growth from good, and we invent the future through ideas made possible by technology, made personal by data, and made magical through emotion…” says its website. Dentsu is an $8.4 billion Japanese global advertising powerhouse “designed for what’s next” as it proudly claims. Under Andrea’s leadership, Dentsu Creative just won the Industry Craft Lions Grand Prix and the Pharma Lions Grand Prix, among 29 prizes received in the Cannes Lions 2023 Awards Festival.


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