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About The Book
Shift | A Marketing Rethink
Advancements in data and technology, 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.
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Featuring exclusive interviews with leaders across the world of marketing
“If you are a client who is invested in media, is inclusive and focuses on delivering the very best strategic briefs, then you’re going to rise to the top. Brands can’t change who they are, but they can change their behavior.”
David Indo
"We’ve defined six macro forces of change that are likely to impact marketing over the next five to 10 years: Physical Separation, Shallow Living, Trust Dissolution, Engineered Serendipity, Decentralized Influence and Purpose Pervasion."
Sally Dominguez
"Teams that manage agencies and run marketing processes in silos, run the risk of ultimately fragmenting the consumer experience. When you work as an integrated team, and with your agency partners, it creates the right foundations for brilliance."
Conny Braams
"We have an obsession with marketing tactics at the expense of diagnosis, listening and understanding of the market, and at the expense of putting more strategic thinking first. I call it Tactification"
Mark Ritson
“The last decade has been intense in terms of transformation, fueled by digital expansion. The fundamentals of how we communicate and understand consumers has changed as a result, and that speed and complexity will only increase."
Henrik Wenders
"I don’t believe it’s enough to say that we’ll have a division of labor between people and machines without also saying that integration will become increasingly important. Human talent will put these two sides of human and machine capabilities together, especially in the context of those very human interactions called relationships which we all must manage."
Jeffrey F. Rayport
“One thing we want to unpack is the idea that your people aren’t your most important investment; getting the right people, keeping them challenged, pushing them harder and making them feel incredibly engaged and inspired to do the work, is the work of the firm".
Nancy F. Koehn
“We need to become better at explaining the alchemy that is optimized marketing. It’s not just about joining the ‘paid, owned, earned’ dots but considering them all at the same time, understanding the impact each has on the others and knowing how and when to pull each lever to make a whole thing hum."
Polly Cochrane
“In marketing, you are now in the translation business. You have to constantly translate expert knowledge into a language that the customer and the decision makers understand”.
Stefan Büscher
Authors & Contributors
-
Mark Holden
PHD Worldwide
Worldwide Strategy & Planning Director -
Avin Narasimhan
PHD US
Chief Strategy Officer, USA -
Ben Hovaness
OMG
SVP, Marketplace Intelligence -
Chris Stephenson
PHD APAC
Regional Head of Strategy and Planning -
Desmond Bateman
PHD Global Business
Head of Strategy VW Brand -
Gemma Spence
OMG
Global E-Commerce Director -
James Buckle
PHD Global Business
Chief Digital Officer -
Kate King
PHD Worldwide
Worldwide Chief Talent Officer -
Malcolm Devoy
PHD Worldwide
Chief Strategy Officer -
Matt McNeany
Code Worldwide
CEO -
Matt Prentis
PHD Global Business
Head of Plannning -
Miranda Bird
PHD Global Business
EMEA Client Development Officer -
Paul Cuckoo
PHD Worldwide
Worldwide Head of Analytics -
Rohan Tambyrajah
PHD Global Business
Chief Strategy Officer -
Scott Hagedorn
OMG
CEO -
Shona Read
PHD Global Business
International Strategist -
Slavi Samardzija
Annalect Worldwide
CEO, Annalect Worldwide -
Tom Darlington
PHD Global Business
Strategy Director • Strategy & Innovation -
Tom Mackenzie
PHD Global Business
Global Innovation Director -
Charli Ursell
PHD Global Business
Head of Operations
Chapters
Chapter 1: That Wave of Complexity
Chapter 2: A Marketing Midlife Crisis.
Chapter 3: Building a New Ecosystem.
Chapter 4: A People-Shaped Future.
Chapter 5: Anticipating Tomorrow.
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.