The desperate need to restructure advertising and marketing.
Only interactive marketing communication will provide clients with the
necessary communication and feedback necessary for effective marketing to take
For too long, marketing functions have been vertically organised by media
type. This approach is mirrored on the agency side, with rewards based on
discipline-specific P&L models. These must be torn down.
On the client-side Marketing and Brand Managers must involve and lead a team
of colleagues who have the responsibility, vision, understanding and commitment
to engage in a media-agnostic planning process. And this team of enlightened
marketers must be willing to let strategic goals -- not historic patterns --
drive budget allocations.
Achieving strategic integration requires a top-to-bottom reinvention of the
marketing organisation. Holistic professionals who are system thinkers,
customer-centric believers, innovators and dreamers must lead this
And Interactive Communication must lead the way in all your marketing communications