Vik Kathuria

"What value do we provide?" asks Kathuria. "Agency organizations are built on needs." Unfortunately, today's agencies aren't as adapt at real-time marketing. "You want to be that platform that delivers everything.

Vik Kathuria, head of global agency partnerships at Oracle Marketing Cloud, said agencies have to bring the client and consumer into the center of their thinking and emphasize nimble, efficient strategies. "It's not about the past, present or future; it comes down to structuring the organization in a way that benefits the consumer," he said, adding that Publicis' new operating model could be headed in the right direction.

Oracle and Boston-based DigitasLBi today announced the launch of DigitasLBi’s OSG (Oracle Solutions Group) — a dedicated practice within the agency focused on providing a one-stop shop for creative and technology consultancy and implementation. OSG customers get the consolidated team expertise of DigitasLBi, Oracle and Spindrift, DigitasLBi’s implementation experts for Oracle technology.

"The partnership is inclusive of both DigitasLBi and Oracle customers as a means to provide better… Show more

Oracle and Boston-based DigitasLBi today announced the launch of DigitasLBi’s OSG (Oracle Solutions Group) — a dedicated practice within the agency focused on providing a one-stop shop for creative and technology consultancy and implementation. OSG customers get the consolidated team expertise of DigitasLBi, Oracle and Spindrift, DigitasLBi’s implementation experts for Oracle technology.

"The partnership is inclusive of both DigitasLBi and Oracle customers as a means to provide better and faster access to knowledge, expertise and resources for shared clients," Vik Kathuria, Oracle's head of global agency partnerships Show less

“This is a year where YouTube is still the dominant platform for emerging talent. It’s going to be challenged [in 2015], and Facebook has to crack [ads]. It could be pretty dangerous for YouTube if Facebook does crack that.” But Facebook’s long-term ad strategy will have to evolve for it to compete with Google’s platform, said Vik Kathuria, global chief media officer at Razorfish.

There remains a "big imbalance" between the large amount of time consumers spend on mobile and how much is being spent on ads, said Vik Kathuria, a managing partner at MediaCom, a media-buying arm of WPP PLC.

Amazon views advertising as an extension of the overarching Amazon shopping experience, said Vik Kathuria, managing partner of corporate strategy and digital investment at GroupM and MediaCom. “As long as Amazon stays focused here, our clients benefit,” he noted. “It’s still early days for Amazon in this space and for digital overall, but I believe there’s a lot of opportunity for innovation and we’re very excited to collaborate with them.”

Within Amazon Media Group, a number of ad… Show more

Amazon views advertising as an extension of the overarching Amazon shopping experience, said Vik Kathuria, managing partner of corporate strategy and digital investment at GroupM and MediaCom. “As long as Amazon stays focused here, our clients benefit,” he noted. “It’s still early days for Amazon in this space and for digital overall, but I believe there’s a lot of opportunity for innovation and we’re very excited to collaborate with them.”

Within Amazon Media Group, a number of ad products -- ranging from Amazon sites to Kindle and mobile ads -- are under development, but Amazon Ecommerce Ads hold the greatest data potential. Because of the dynamic interoperability of the units, such as the ability to read a review, add an item from a cart or clip a coupon, ecommerce ads could outperform standard banners.

"They’re valuable in putting Amazon shoppers back in the shopping mindset when they’re not on Amazon.com, or third-party sites," he added. Show less

Facebook's "focus on measurement" has helped advertisers get the data they need to prove placing ads on the site helps their business, said Vik Kathuria, managing partner at MediaCom, an ad-buying firm owned by WPP.

“Wow,” said Vik Kathuria, managing partner of corporate strategy and digital investment at GroupM/MediaCom, upon hearing the news. “I thought [interim CEO] Ross [Levinsohn] had the job. I think everybody did.” While Kathuria admitted to a bit of bias given Levinsohn’s media and advertising reputation, he called the appointment a “great hire” for Yahoo.

“From where I sit, what’s interesting to me is they really need someone who’s going to focus on the core user experience,” Kathuria said.… Show more

“Wow,” said Vik Kathuria, managing partner of corporate strategy and digital investment at GroupM/MediaCom, upon hearing the news. “I thought [interim CEO] Ross [Levinsohn] had the job. I think everybody did.” While Kathuria admitted to a bit of bias given Levinsohn’s media and advertising reputation, he called the appointment a “great hire” for Yahoo.

“From where I sit, what’s interesting to me is they really need someone who’s going to focus on the core user experience,” Kathuria said. “Having Marissa at the helm now means a return to the core focus on the Yahoo user, not only on the homepage but also in their key verticals like finance, entertainment and sports. She is an engineer by training.” Show less

"What agencies are looking for is a broader canvas, and Project Devil gives us creative prowess," said Vik Kathuria, managing partner at Mediacom. "At the same time we look for reach. Unfortunately, that is where they fall behind the pack," he said, ticking off sites such as Facebook and Google's (GOOG.O) YouTube as places that command bigger audiences than AOL.