By Jo Arden

When media and creative agencies separated, some visionary marketers foretold failure. Whilst that failure has been preceded by success, (and significant financial success at that) the cracks are beginning to show. It is now clear that we need to move back to a model where we develop ideas with no delineation between creative and media or, between media owner and platform.

We have become very used to the idea of specialism, and latterly, to multiple specialisms. But convergence is here. The tinkering around the edge of our marketing processes needs to be replaced with properly thought out, new ways to generate Read full story ›

Source: The Drum