by Mark Read, Global CEO, Wunderman
In marketing departments today, we’re seeing an epidemic of innovation anxiety. Talking to CMOs, you can sense they are overwhelmed by the complexity of both the challenges they face and the solutions that are being offered. The simple fact is that it’s getting harder to be innovative.
Unfortunately, I’ve found their typical response has been to focus on technology as the answer. To be innovative, marketers typically buy in to a range of new point solutions. To be successful, though, they must know when and how to use the tools and to employ them in the right way.