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Advertising still works in certain contexts. Social media can be a tremendous waste of time in others. Context is all.
I think that the collapse of these tactics will happen when the model of ad agencies does. When the financial incentives of media buying finally changes. And when agenices embrace business as the collaborative, value-aligning pursuit that it is instead of viewing it as constraining, uncreative, and full of people with low risk tolerences.
conversational calendar – yes!