arketing has long been a place that lost souls like me from every industry could find a home. A warm home. A fun home that valued new and big ideas -- never-been-done-before ideas -- over measurable, proven results.
The pressure to create memorable, authentic native programming that emotionally connects, converts, and energizes will only increase -- and the most nimble, creative, and opportunistic brands will be best positioned to thrive.
Marketing planning has traditionally been rigid in its operational discipline and very sequential in its process. The evolution of always-on capabilities means we need to get more nimble and agile, allowing for a degree of (adjustable) risk in our approach.