It is a confusing time for marketers. Every player in the creative industry is morphing into something new, claiming to offer a different set of capabilities to clients:
• The billboard owner is now proudly calling himself the branding solutions partner.
• The traditional agency now offers cyber marketing campaign planning.
• The hordes of CEOs and creative directors are breaking away from their international networks to set up small shops, preaching the gospel of ‘being small is agile’.
• The big agency is establishing a small boutique design studio, which will handle the logos, annual reports and corporate profiles…