Technology-Driven Strategy Trumps Traditional Communications

Geoffrey Precourt

"The world, as we know it, has changed forever." And the unfortunate message to advertising and marketing creative people: "The geeks will inherit the earth," according to Paul Woolmington, founding partner of Naked Communications' American operations. And leading the march will be strategists - people who can learn "the art and creativity to see things through data."

Woolmington told a morning audience at the inaugural assembly of the 4A's Jay Chiat Strategy Festival that "advertising and marketing are no longer the solution…. As strategists, we have to liberate ourselves from advertising and marketing to challenge out partners to solve bigger business issues…. It might be a communications solution in design … a digital application, a new business unit or it may demand investing in an asset. But whatever it will be, it will be different than anything we've ever done before."