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...