How to Future-Proof a Career in Marketing When the Old Rules No Longer Apply

New thinking and new channels have changed how ads are made, and who’s making them


Thanks to digital transformation, there are myriad ways to reach consumers, and these new channels have revolutionized not just how advertising is conceived, executed and distributed, but who makes it. Then add to the mix shrinking ad budgets, shifting agency models and the rise of big data and analytics. Together, they are shaking up the established power players behind the ad-making game. To wit, in March, J. Walter Thompson eliminated the role of chief creative officer, saying it was “reimagining the future of the agency.”

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This story first appeared in the August 6, 2018, issue of Adweek magazine. Click here to subscribe.