A Toolkit for Transformation
In his seminar at the 2015 Cannes Lions Festival, Unilever’s chief marketing and communications officer, Keith Weed, reflected on the incredible complexity wrought on the marketing industry by the past ten years of technological development. He highlighted a growing, industry-wide concern: modern marketing has become a complicated puzzle of platforms, people, stories and systems that now needs properly piecing together.
Yet if we’re struggling to manage the complexity of the present landscape, how will the industry cope with the inevitable technological transformation that the next ten years will bring?
It was in the spirit of exploring this question that Contagious and Razorfish Global joined forces. We created a seminar that considered what the next decade of progress could look like, what challenges our industry may face and what opportunities these will present to everyone in the business of brands. However, simply knowing about the future isn’t enough, you also need to understand how to adapt to it. With that in mind, we’ve provided a set of clear tools relating to consumers, creativity and organisational change. The seminar was the most viewed live stream session of the 2015 Cannes Lions Festival, and has now been adapted for the pages of Contagious Magazine.
Originally published at www.contagious.com. Next Practice is Contagious’ home for thinking on the future of creativity in marketing. It features original essays from the advertising industry and beyond, and the editors and strategists of Contagious. Read more about Next Practice and how to submit your own op-ed here.
Learn more about how Contagious is equipping companies to achieve the top 1% of marketing creativity at contagious.com.
