Speaking at Advertising Week in New York last week, Roth said to stay ahead of the curve, agencies needed to "invest in talent, tools and the big idea of creativity because no matter if you’re a tech or digital company the creative idea is well-ingrained in what we do. That’s at the hub of part of what we deliver."
Roth said he got "excited" during the session where Bonin Bough, the vice-president of global media and consumer engagement at Mondelez International, and Dana Anderson, the chief marketing officer at Mondelez, talked about the need for "fearlessness" in advertising to stand out from the crowd.
Roth said: "It’s exciting to hear how that marketers as well as advertising agencies have to take risk in terms of meeting needs of consumers to get brand information out there.
"It’s interesting to get clients’ perspective of risk taking because invariably it’s usually the agency that comes up with some interesting ideas and the question is whether it’s consistent with the brand and is the brand ready to take on the issues."
In the interview, Roth also explained the need for collaboration between data and creativity, "The need for creativity is terrific but it has to work and you have to be able to look at the effectiveness of it.The analytics drive ROI and where to place that creativity. It’s about getting the right consumers looking at the right message - that’s what we get paid to do."