A theme for the pudding: marketing ecosystems

John Singer

John Singer, principal of Blue Spoon, argues that traditional consumer-centric models are no longer suitable for marketing, and that a fundamental re-think based on a network-centric approach is called for.

A theme for the pudding: marketing ecosystems

John Singer

'I think traditional 30-second advertising is in serious danger,' says Andrea Ragnetti, chief marketing officer of Philips Electronics. He's looking for other media properties that reach the Philips customer – middle-aged, affluent and well educated – with an eye to developing unique ways to target him (1). Johnson & Johnson (J&J) decided to bypass advertising agencies altogether to execute a new marketing campaign, going directly to media networks – Time Warner, NBC Universal, Viacom – as a route to new thinking. 'Madison Avenue should feel we are looking for more creative...

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