All Change

"The traditional marketing model we all grew up with is obsolete," James R. Stengel, CMO, P&G

"Mass marketing no longer works. It's the end of brand positioning as we know it”.  Larry Light, CMO, McDonalds

“To me, the challenge is not awareness, the challenge is engagement," John Hayes, CMO, American Express

"JWT client Ford now spends only 30%-40% of its ad budget on traditional advertising, compared with as much as 80% five years ago."  Bob Jeffrey, CEO, JWT

"The less control a company has over its marketing message, the greater its credibility" Economist 31.5.05

"What I worry about much more is our ability to make the necessary cultural changes to meet the new demands of the digital native." Rupert Murdoch, 14.4.05