Survival of the fittest

Chuck Kapelke

In evolutionary biology, “punctuated equilibrium” refers to the theory that organisms tend to be stable for long periods of time and then evolve rapidly in relatively short periods of time, owing to sudden changes in their environment. The advertising and marketing industries seem to be deep in the midst of one of these periods of “punctuation,” as digital technologies and changing consumer behaviors are overhauling the marketing “organism” from head to toe.

“Marketing and Media Ecosystem: 2010,” a new report commissioned by the ANA, in conjunction with the American Association of Advertising Agencies and the Interactive Advertising Bureau, focuses on how leading marketers are adapting to this period of rapid change. Conducted by New York–based Booz Allen Hamilton, the report is thought to be the first of its kind to consider how the various components of the marketing ecosystem are evolving to succeed in the 21st century.