Loreen Babcock, CEO, Unit 7

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Loreen Babcock, CEO, Unit 7
Loreen Babcock, CEO, Unit 7

What drives change in your agency?

Developing our competency in inquiry – which keeps us in a mode of asking questions. We don't get con­tent in a way of thinking or working. Just because it works today doesn't mean it's going to work tomorrow.

What is the biggest challenge Unit 7 faces today?

To help organizations identify the need to change and to explore that change without compromising the base of their business, since it's under­standably a major transition.

What is your definition of DM?

Today's direct marketing engages consumers in trusted conversations. Trusted conversations lead to new data, new insights, desired behavior, loyalty, and brand relationship.

What does the agency of the future look like?

It is skilled in the competency of inquiry and understanding commu­nity-based marketing. It knows how to go from push communications to facilitating conversations. To me, that is the entire horizon of how we lever­age the interactions that consumers are now having on a daily basis.

-Sharon Goldman


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