Sub-prime marketing is over
Derek WilliamsFormer Managing Director, Cadbury Schweppes
We are at the beginning of the age of spectacular discontinuity, where the past is no longer a safe guide to the future. As companies rapidly prepare for defence or survival, all tests are now 'suitable for purpose' ones.
For most marketers, this will be a test of survival management as the organisation takes stock of itself and prepares for a new future. It will be a period of rapid and constant adaptation. We never get back to where we were on the old escalator.
Consumers are already...