Confessions of an Adaptive Marketer

Norm Johnston

This article explains how brands can put the right processes in place to allow them to adapt quickly within a consumer-driven, data-fuelled marketplace.

Confessions of an Adaptive Marketer

Norm Johnston Mindshare, London

Introduction

Marketing is a lot like table tennis these days: rapid and adaptive, sometimes conducted in short-bursts or steady exchanges between brand and consumer, but always fast paced and exciting. David Ogilvy's Confessions of an Advertising Manwas a seminal book in 1963, written at a time when Mad Men ruled an analogue world. fast forward fifty years and today's most innovative work is at the crossroads of media and technology, and it's the realm of geeks, data and algorithms. In this hyper-connected world, brands can stick with the...

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