Moderator Amy Lanzi, EVP, Commerce Lead, North America, Publicis Media, wondered about best-of-class partnerships for DTC brands, something Horwitz said Hubble has been very active in. "In theory, there should be tons to do here," he said. "There's no efficient way to route that traffic. There's enough data that it's exciting but it's an incredibly disorganized space. There's a ton of work to do in cleaning it up."
Darmory, who started in digital in 1996, creating IKEA's website, said that back then they used the available technology to "do things just to be cool. Now, it's just the understanding the information we have, data, testing. It's so insanely powerful to what we do. The future is coming so quickly."
She is just trying to "get ahead, find the magic formula and the next big thing."
About digital voice, Horwitz rather scoffed, saying he is skeptical. "The younger you go [demographically], the more they text. They don't want to talk to machines if they don't want to talk to each other. But games is exciting and interesting. Facebook was cool when I was in high school, Instagram was cool. Fortnight is cool right now. That's the one that feels the most real to me."