Are media for advertisers or for people? A recipe for chaos

Mark Earls

Mark Earls, The author of HERD, takes a long hard look at another author’s work. The Chaos Scenario by Bob Garfield isn’t an easy book to read, he says, but adds that it is important because it tries to force readers to make sense of the big tides running through our worlds and to look beyond the current turbulence to work out what comes next.

Are media for advertisers or for people? A recipe for chaos

Mark Earls

This is not an easy book to read, particularly if you are enjoying a successful career in advertising, marketing or the media. Indeed, it is provocative and polarising in equal measure – which is clearly the author's intention.

For some it might be the insistently chirpy tone that proves a little rich for British sensibilities. Certainly if you aren't used to Garfield's robust style from his longstanding Ad Age column, it can be a tad tiring.

Or it might be that you find yourself objecting...

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