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My perspective is from within the agency world, as opposed to within a corporate marketing
organization. And for us, the great challenge and opportunity is to break down barriers
so that we are able to provide as comprehensive a view in order to help marketing communication,
organizations within corporations to meet their challenges. So I think that if we fast
forward a few years and look back, some of the silos will have been broken down structurally.
And then one of the ways that you will do that is to have people who, during the course
of their career, are rotating through disciplines so that they have a perspective that perhaps
some of the leaders today don't have because they grew up in a particular discipline, like
advertising, like direct marketing, like brand identity, like public relations and public
affairs. I think tomorrow’s marketing communication leaders will understand all of that and have
a discipline fluency that perhaps isn't really there today.