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Insights

The Perfect Storm – media fragmentation & growth

04 November, 2014 - Source: Haystack

“If we think the internet has served up some big changes, wait until the mobile and social revolution really gets going. It’s a massive change and it’s only just begun.” 


Keith Weed, CMO at Unilever suggests the tides have turned and the perfect storm of media fragmentation and economic growth may bring everybody opportunity in the coming 5 years, but getting there will take us through uncharted waters.

The 2014 Perfect Storm research project gathered insight across a series of face-to-face interviews and a quantitative survey of over 7,500 leading marketing practitioners. This is by way of follow-up to research undertaken in 2008 – Weathering the Storm – where a combination of realisation and naïve-understanding of the “change” about to face the marketing profession in 2008 focused on customer retention and some cost management strategies. 2014 allows us to see how growth, now the leading strategic priority, is presenting new opportunities for marketing, along with the impact of media fragmentation.

2008 results showed us campaign themes were keeping most Marketing Director’s awake at night, while the CMO of 2014 is far more concerned about channel strategies and the entire customer experience. This combined with an increase in data, marketing governance and reliance on ROI to underpin the story of success, means marketing talent is also changing dramatically. With implications for marketing career progression and agency capability ambitions, the report is a valuable read for anyone involved in marketing.

With contributions from the likes of Keith Weed of Unilever, Dominic Grounsell of RSA and Will Orr of British Gas, a variety of experiences are shared with clear indications of what the future holds for the marketing profession.

Join us for a 30 min webinar to discuss the results, or feel free to download a copy of the 2014 report. (The 2008 Research Report is also available for download)

Simply email pamela@thehaystackgroup.com with your choice of webinar date in the subject field, or feel free to request a time that suits you and your team.

Thursday – 20th November @ 1:30pm
Thursday – 27th November @ 1:30pm
Or available on request.

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