From the CEO to the CMO to the IT Department, it’s not just about marketing anymore. How do companies survive and thrive in a world where the old ways of marketing aren’t getting it done?Brand marketing didn't change much for fifty years. We built an entire global marketing and advertising industry on a tried and true set of beliefs and practices. We created an entire class of “experts” -- people who could reliably develop and implement programs designed to get attention, increase awareness, change minds, build brand personality, create preference, and in the end, persuade people to believe in our brands. In short-- to create customers.
There aren't any experts anymore. The explosion of new media over the past five years has completely overturned the apple cart. Instead of answers, we have questions: Is social over-hyped or critically important? Is television still king or is it dying? Is mobile the next wave or will people be turned off by ads on their phones? And on and on and on..
Clark Kokich has been dealing with these questions for over a decade, first as president of Avenue A, then as CEO and now chairman of Razorfish. He’s worked with clients like Apple, Best Buy, Levi's, and Microsoft as they deal with these tricky issues. Along the way he developed innovative observations and principles which point the way to the future.
In his riveting speeches, Clark demonstrates how imperative it is to implement marketing strategies that truly matter to customers, and to stop relying solely on one-way advertising and promotion. It is not a new idea, but the fact is, despite widespread agreement that “doing” is now more important than just “saying”, it is still very difficult to find examples of major brands which have successfully made the shift.
In order to succeed in this new environment, Clark shows audiences how the entire industry--clients, agencies, and media-- must undergo a bottom-up change in approach. New organizations. New people. New processes. New financial models. New culture. Anything less than radical change leads to certain failure.
Clark outlines the challenges faced by the industry, presents some inspirational and successful case histories, and most importantly, presents a roadmap for succeeding in an ever-shifting media and consumer landscape.
This session is a must-see for anyone who is seeking to understand where we have been, where we are now, and where we need to go in the future.