Disruption and creativity should go hand-in-hand, right? But the ongoing metamorphosis of marketing has left many feeling equally cursed and blessed: on the one hand dazzled by the opportunities, and on the other paralysed, or left tinkering at the edges rather than embracing change head-on. But with 75% of CMOs expecting to assume responsibility for the entire customer journey by 2020 – a remit only 35% have today – it’s time to stare down the lengthening roster of egos and expertise staking a claim on marketing turf and figure out your best play.
In this section, Contagious will map the changing landscape to highlight areas of opportunity for agencies and brands. We’ll also look to the companies that have consciously uncoupled themselves from a traditional approach to communications, rethinking and remodelling their approach to optimise for a new reality that values systems thinking deftly informed by storytelling.