Ilia Uvarov (Executive Creative Director, R/GA London): The focus has shifted towards delivering on KPIs versus creating something beautiful

Ilia Uvarov (Executive Creative Director, R/GA London): The focus has shifted towards delivering on KPIs versus creating something beautiful

At some point, in the general Western region of the world, marketing & communication people had the luxury of focusing on creating beauty rather than on squeezing numbers out of advertising. Good, bad or grey, those times are reaching full termination. That's what Ilia Uvarov (Executive Creative Director & Head of UX, R/GA London) says, elaborating more on the challenge of playing Cupid between business strategies and valuable consumer experiences below.

Romania also went through this for a while. Wait, no,  over here this has actually been going on since 2008 or so.

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