Shift | A Marketing Rethink

Listen now and learn how to rethink marketing for tomorrow, today.

About Shift

Shift | A Marketing Rethink

Advancements in data and technology, and AI, combined with the disruption of a global pandemic, have radically reorganized the world of marketing communications. From how people are consuming media and the techniques used to engage with them, to how we in marketing actually work together.

As an industry, it is important that we try to get ahead of the change and stop just responding to it. To think longer term. To start building the future, today.

This is the ambition of Shift.

Shift takes a look at where we have just been and where we are heading.

Bringing together the opinions of many of the leaders across the world of marketing communications with exclusive research, Shift offers an informed view of what lies ahead to help us prepare.

Shift sets out to genuinely help marketers, and their agencies, rethink marketing for tomorrow, today.

Shift Book

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Authors & Contributors

Mark Holden

Chris Stephenson

James Buckle

Rohan Tambyrajah

Ben Hovaness

Charli Ursell

Kate King

Malcolm Devoy

Matt McNeany

Matt Prentis

Miranda Bird

Paul Cuckoo

Tom Darlington

Tom Mackenzie

Chapters

Chapter 1: That Wave of Complexity

The last decade saw remarkable changes within marketing, driven by an explosion of digital touchpoints, advancements in data and technology and the accelerant effects of COVID-19. This chapter covers the major events that led to the levels of complexity we face today.

Chapter 2: A Marketing Midlife Crisis.

The increasing complexity has had a serious impact on marketers and the relationship they have with their agencies. This chapter explores the growing pains felt by marketers and agencies and the resultant effect it is having on the business of marketing, today.

Chapter 3: Building a New Ecosystem.

This chapter sets out a logical basis for where marketing functions best sit and how they all link together as part of a healthy connected system. With a suggested roadmap on how to get there.

Chapter 4: A People-Shaped Future.

In a post-COVID world and with a focus on D&I, identifying the new talent required is one thing, finding and developing it is another. This chapter sets out how we can rethink the way we go about managing the most valuable part of the business.

Chapter 5: Anticipating Tomorrow.

This chapter aims to peer into the near future by attempting to understand how marketing functions are changing over time, in order to help predict how marketing could change over the next five to 10 years. With an outline of new disciplines that could emerge. Including exclusive research and input from the Singularity University.

What's your innate strength?

To thrive, companies must understand the innate strengths of their people and place them in the right roles. This is a topic we explore in 'A People-Based Future', Chapter 4 of Shift.

Take Shift’s Innate Strength Indicator (ISI) quiz to gather a greater understanding of your innate strengths, helping you to get into the right swim lanes within your organization.

See if you can recognize yourself or anyone you know.

TAKE THE QUIZ

Podcast Series

November 1, 2022

PHD launches ‘The Shift Sessions’, a new podcast series for future-facing marketers

Six-part series explores the future roles and capabilities all marketing teams will need to develop to thrive 1 November 2022 – Advancements in data and technology, coupled with the disruption of...