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Digital Innovation Lab: Organizing for Marketing in a Digital Age


New consumer touch points, solutions, brand experiences, and redefined categories are exploding in the digital age, prompting marketers to develop new strategies and ways of working. Organizations have to be agile to capture opportunities in real time – but most marketing organizations continue to operate by standards set in the 1950’s. Outdated organization charts fuel departmental and divisional silo-ism, where collaboration and integration remains too limited. Indeed, digital’s transformational impact on the way brands and consumers interact is broadly recognized – but how should you practically adapt your marketing structure, teams, processes, and tools?

Contact: Kristin Farrell Association of National Advertisers , (212) 455-8078, kfarrell@ana.net

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