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Podcast: Scratch: CMO Interviews
Episode: How To Use Creativity to Deliver Business Results with Zaid Al-Qassab of Channel 4
Description: In this wide-ranging conversation, Eric talks to Zaid Al-Qassab, CMO of Channel 4. With his rich career history, Zaid offers insight into the burning issues on the minds of every marketer, from in-house vs. agency, how to market in a post-third party data world, and how to marry the best of the challenger and incumbent models. While Channel 4 has two in-house agencies, 4creative - a full-service creative agency that produces more than 600 ads for Channel 4 every year - and 4Studio, a new digital content agency that also serves as a profit center - Zaid claims he is agnostic a...