Point of View: Balkanized behaviour

Joe Mandese

Behavioural marketing has become a 'highly Balkanized' industry that is spawning new nomenclature almost daily, which has become a turn-off for people outside the business.

Balkanized behaviour

Joe Mandese

I've covered media for more than 30 years, and like to think that I've always been in the forefront of what's going on. But lately I feel so much is changing so fast that I can't catch my breath, much less stay on top of it all.

So it was comforting to hear one of the ad industry's true digital media visionaries say the same thing a few weeks ago. Rishad Tobaccowala, who heads Publicis' Denuo unit, was giving a speech at an event in New York on what I normally think of as a fairly...

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