Calum Di Lieto Calum Di Lieto Editor, Performance Marketing World

“That’s not performance marketing, that’s stupidity”

The former CEO of GroupM in Australia & New Zealand believes we should celebrate the science of marketing but not let it take over.

Mark Lollback has held a number of CMO roles across the globe at companies like PepsiCo, ANZ and McDonald’s, and was most recently heading up the GroupM business down under. And while he believes measurement is invaluable, he says: “Let’s not turn performance marketing into being lazy marketeers."

“Because then," he says in a conversation with Performance Marketing World, "we might as well just hire accountants or analytics teams, buy distress media at a really low cost, measure it extensively, do AI-generated creative, and then... consumers will get bored and they’ll start switching off.”