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New marketing models

New marketing models are the emerging structures and processes adopted by marketers in response to a rapidly changing marketplace. This includes the use of data to drive customer-centric organisations focused on positive consumer experience; the growing use of in-house agencies to deliver content instead of external partners; and the need for agile brand organisations who can blend strong brands with fast-turnaround, responsive communications strategies.

Key Reading

Important papers from across the Warc database

This report examines how marketing structures are adapting to meet the new requirements stemming from social media and data management. It argues that, taken together, these changes are allowing organisations to become more 'customer-centric'.
Why some organisations should have a CDO, and which types of people would make suitable CDOs.
How one agency delivered a successful campaign quicker, and learned lessons from the experience.
What are the new demands made of brands as markets are disrupted, and are 'agile brands' the answer?
How to drive growth and build brand strength by focusing on the needs and data of customers.

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