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Propulsion: Exploring the "next practices" of successful marketing communication firms

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A Call for Generalists

May 20, 2009 | Author: Tim Williams

While Ignition is known to be a strong advocate for specialization, there is nonetheless an important role for individuals inside the agency who are generalists – even inside specialist agencies.

While the exploding media universe calls for very specific skill sets when it comes to execution, knowing whether or not to recommend a specific channel in the first place is the job of a generalist; someone who knows enough about all of the options and possibilities to recommend the right one.

...

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A Digital Apprenticeship For Senior Agency Executives

May 5, 2009 | Author: Tim Williams

What happens if the traditional marketing model collapses before a better alternative is established?

So asked Advertising Age's Bob Garfield in his landmark article titled "The Chaos Scenario." Garfield recently wrote the third installment in this series proclaiming that we've actually entered this scenario ahead of schedule.

Not linear, but exponential

Some of the changes we experience in...

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