TV Nets Now Agile, Flexible with Upfront at a Pivot Point, GM CMO Deborah Wahl – Beet.TV

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DETROIT – This year’s upfront sales season for broadcast television marked a significant change in how marketers buy media placements, with the uncertainties of the coronavirus pandemic driving a demand for greater flexibility.For Deborah Wahl, global chief marketing officer of automotive giant General Motors, the rapidly changing media marketplace has pushed the automotive giant to harness data and analytics to help ensure its marketing supports its sales efforts at all stages of the car-buying process.“This upfront is a true pivot point,” Wahl said in this episode of “Delivering on the Promise of Omnichannel Advertising,” a Beet.TV series presented by Mediaocean. “Our partners at the networks have understood the need for everyone to have more flexibility and agility. It changes the game completely.”As a sign of how quickly companies need to change direction amid rapid shifts in the marketplace, Wahl cites the example of GM’s sudden response to the emergency need for life-saving medical equipment amid a nationwide shortage.Its plant in Kokomo, Ind., that normally makes electronics parts for vehicles started cranking out thousands of respiratory ventilators within weeks of the World Health Organization’s declaration of the global COVID-19 pandemic.“We discovered during COVID …

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