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Welcome to Adweek’s Digital Transformation Playbook, a guide to education, connection and amplification in partnership with Accenture Interactive.
Let me explain: three years ago, the excitement of covering the business of media and marketing seemed to plateau. Even as data science was beginning to recast the ad sales proposition and mobile was rerouting the customer journey, legacy ways of doing business remained firmly in place. Pages and banners were still being bought, a certain amount of waste was acceptable in pursuit of reach, the Super Bowl and the TV upfronts remained our holiest tent poles, CMOs were stepchildren in the C-suite and creativity was the closely held alchemy of a tiny few.
But about 18 months ago, things started to stir.