Facebook's marketing chief Antonio Lucio talks about how he plans to fix the dented brand, why he's using agencies for the first time, and what it's like to work at a founder-led company

Consumers need to understand the moves that we're making as a corporation, that we're moving into privacy-first. There's a lot of communication work we're already doing on that front that will be amplified by direct-to-consumer marketing later on in the year. The same holds true for everything that we're doing and we will continue to do to provide significantly higher level of controls for the user, and areas like data management.

We now have a fundamentally different business challenge. Earlier, it was all on-platform work, and I had my internal agency doing it. But what I have today is a hybrid model. Anything that is on our own channels, our internal agency does, because we know that channel better than anyone else and we can move faster. And anything that is off-platform, that's when the new agencies are going to come in. We have the data and we have the platforms; we want the creativity.

TRUST is earned! Forget it! Facebook Era is over!

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