White Paper 2017

Power to the Customer

Creativity is often overlooked by organisations seeking out the next generation of talent, creative education must be mandated and regarded more highly in order for the industry to continue to grow. 'Power To The Customer' explores how brands must evolve in the Customer Age, and what the industry needs to do to keep pace.

We also explore the role of Big Data in CX, mastering Omnichannel, Lifecycle marketing, and the future of agencies. The paper concludes with CAB's 'Manifesto for Change', in which we call on organisations to stop imposing rules on minimum qualifications when seeking out creative talent, and that they learn to recognise creativity and marketing ability in all of its' guises.

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