MediaPost – Stop Running Campaigns, Start Creating Ecosystems

The vernacular of the marketing campaign — implying that consumers and brands are at war against each other — is antiquated.

Advertising shouldn’t exist if its goal is to simply influence and manipulate consumers into short-term purchases. Most people are too smart to fall for that anymore, but more importantly, it only serves the brand’s short-term interests.

Instead, modern marketing must exist to benefit the brand, the customers, and the world at large. Very rarely does one message, one piece of content, one execution, do that.