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.