New models of communication for the digital age

Terry Willie

More has changed in marketing in the last five years than the previous thirty. It has been the most chaotic, interesting and invigorating time to be in the industry. With hindsight, perhaps the most remarkable thing of all was how little had really changed in the world of communications since the mid-1970s. Around that time, Stanley Pollitt and Stephen King had laid out the planning process, which became the blueprint for developing advertising. And, in 1974, Alan Hedges, in Testing to Destruction (1), wrote the definitive guide on how to use research along the planning process. Good advertising was inevitably creative. But the process and the outcomes, a 30-second TV spot or print ad, were pretty predictable.

Then everything changed with the digital revolution, the explosion of communication channels and the rise of 'integrated communications'. How does one make sense of this chaos and change?