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Not just business as usual: the new creative imperative

In today’s Marketing Magazine (28th February 2014), IPA President Ian Priest discusses how marketers and agencies need to diversify into different areas of creativity if they are to stay relevant, following the recent Diversification Adaptathon.


“We all know how rapidly marketers’ jobs are changing. The chief marketing officer (CMO) of the future will likely be an amalgam of three roles: chief creative officer, chief technology officer and chief information officer.

“In tandem, the role of marketing will stretch and grow still further. Innovation and R&D can be led by marketing thinking; as data becomes more customer-centric and real-time responsive, so it is becoming central to marketing; and the way consumers seek out content and experience is demanding new forms of creativity that can come from anywhere,” writes Priest.

Read more here.

Find out more about Ian Priest’s ADAPT agenda at The next Adaptathon in May will focus on Agility.

Last updated 28/02/2014

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