The Future of Marketing

Jim Stengel, is global head of marketing for P&G. That makes him the biggest marketeer in the world. And he is a Modern Marketeer. So when he talks we should pay attention. Here are a few quotes from a recent speech -- The Future of Marketing -- to the American Association of Advertising Agencies (AAAA).

"I believe today's marketing model is broken. We're applying antiquated thinking and work systems to a new world of possibilities."

"We are once again at a turning point, based on many of the same factors as 10 years ago. The solution is always the same : we must collaborate."

"The hard truth is that we are in a $450 billion global industry and we are making decisions with less data and discipline than we apply to $100,000 decisions in other parts of our business."

"Holistic marketing is driving our business -- but we're going along somewhat reluctantly and blindly. We have not find a way to measure the effectivness of these new approaches. Our industry is in desperate need of new tools for measurement."

"We're limited only by our creativity - and by our ability to prove it's in everyone's interest to involve advertising in these new media....we may not get another opportunity like this in our lifetime."

At Collaborate Marketing we firmly believe this approach is right. And Stengel shows that it CAN be done in large corporations. In fact, he says that:

"Those who stay loyal to the past model will be left behind."

You can find the whole speech here: http://www.aaaa.org/transcripts/transcripts.html