The topic of advertising governance is the focus of the first episode of "MINT | Eyes On," a new series produced by Engage with MINT, the global company specialized in Advertising Resource Management. The series explores the views of MINT's experts on some crucial issues in the media and advertising landscape. In this episode, we had the pleasure of speaking with Salvatore Internullo, Chief Growth Officer at MINT, who offered an overview of the challenges and opportunities of advertising governance in the digital age.
In the interview, Internullo highlights how, in an environment where marketing leaders face increasingly complex challenges, governance becomes a crucial element in maintaining an efficient and responsive organization. "The role of the CMO is changing, adopting a more integrated approach within the company and based on data." Citing McKinsey research, the manager points out that "CEOs who prioritize marketing are twice as likely to achieve annual growth in excess of 5 percent".
Another highlight of the interview is the entry of artificial intelligence and automation into the marketing world. Internullo shared eloquent data, "The global market for AI applications in marketing has grown from $27 billion in 2023 to a forecast of more than $100 billion by 2028". AI and automation are revolutionizing the industry, enabling unprecedented optimization in advertising operations.
Internullo also highlights the need for greater collaboration between brands and agencies. "With more than 14,000 different digital platforms and software involved in media and marketing operations, day-to-day management becomes a challenge. Breaking down silos and integrating existing technologies is essential for a holistic view of advertising operations".
In this context, MINT stands out as a pioneer by introducing a new category of enterprise software to the market: Advertising Resource Management (ARM). "Our software enables brands and agencies to manage advertising activities on a daily basis in an integrated way, from strategy definition to financial reconciliation," Internullo explains.