Andrea Tortella — CEO, Thrad
Published:
The single one mistake, which is the denominator across all marketing teams and marketing leaders is inertia. It’s a lack of movement, it’s lack of experimentation. Action creates information which allows for iteration. The best marketers that I see are the marketers that move at light speed.
What does Andrea Tortella say on The Agile Brand with Greg Kihlström?
Andrea Tortella, CEO, Thrad, says: An interview with Andrea Tortella, CEO of Thrad, about how conversational AI is reshaping advertising from interruption-driven impressions to contextual, task-based assistance. Tortella argues brands must experiment quickly, measure influence in new ways (like tracking conversational 'attention shift'), and treat the channel as a source of strategic customer data that can inform product, marketing, and business decisions.
From: The Agile Brand with Greg Kihlström
Cite as: Andrea Tortella. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/andrea-tortella-the-single-one-mistake-which-is-the-denominator-across-all