Not just business as usual: the new creative imperative
“We all know how rapidly marketers’ jobs are changing. The chief marketing officer (CMO) of the future will likely be an amalgam of three roles: chief creative officer, chief technology officer and chief information officer.
“In tandem, the role of marketing will stretch and grow still further. Innovation and R&D can be led by marketing thinking; as data becomes more customer-centric and real-time responsive, so it is becoming central to marketing; and the way consumers seek out content and experience is demanding new forms of creativity that can come from anywhere,” writes Priest.
Read more here.
Find out more about Ian Priest’s ADAPT agenda at www.ipa.co.uk/adapt. The next Adaptathon in May will focus on Agility.
Last updated 28/02/2014