The current state of Marketing is such that the need for change and “New Models” are desperately needed.

The trouble is the “New Models” will not prove to be financially sustainable without substantially changing the way advertising and media services are organised. The first thing we must do to start to tackle the problem is to embrace our lack of knowledge about the process of communication. We must allow outside organisations to question the fundamental ideas that shape current advertising. We must allow them to innovate and keep the money saved through innovation. That way there is a chance that advertising and marketing will keep improving without costing more. One thing is for sure. We can't carry on as we are.

Pretending that without reform our money will go further. This is definitely the time for creative innovation in Marketing, not the ridged belief that Marketing and Advertising can still show us all the answers to our problems – it never has and it never will.

Our only hope lies in a fundamental re-examination of the Marketing values we have lived by in the past 30 years. Our future depends not on whether we get through this, but how deeply and truthfully we examine its causes.

So just when are we going to prick our bubble of denial?

Because the Advertising and Marketing world is living in a world of denial. They use rhetoric that blurs their perceptions and have become addicted to the world view it represents
At the same time reinforcing themselves by a stream of cheery models engaged in consumption and leisure, they shuttle from workstation to mall, increasingly insulated by a media consensus that leaves out the rest of the world. We have had a band of denial built around ourselves, thus this belief cost us the capacity to self-correct.

Thus this delusional self-image is finally catching up with us. And make no mistake marketing will benefit hugely when reality breaks through.

Marketing can baffle the most intelligent people. That is most understandable, for a start, making large marketing investments accountable is a very inexact science. They rely, to an unnerving degree on assumptions that may or may not be, accurate!

And Shout-as-Loud-as-you-can advertising is proven less effective every day, Clients are looking for ways to get closer to their customers and prospects. Brands want to deliver engaging, entertaining and educational messages in environments they create, not in spaces they rent.

Without a doubt Marketing and Advertising management is dying under the weight of its own contradictions! The old world of simplistic marketing strategies no longer works. Certainly the easy certainties of the past are over. The old marketing and advertising order is giving way to a new world. In the past management promised progress through marketing efficiencies and insight. However modern management has now reached its end game – there is no use in doing the same as everyone else! Because by doing the same analysis and entering the same markets we are all doomed to failure!

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