oa Journal of Marketing - The currency of ideas : new ideas

Volume 2010, Issue 06
  • ISSN : 1811-9565



There are two trends emerging that may mean the model really does need to change. First, we are no longer in the currency of advertising, but in the currency of ideas. As the world becomes more digital, more fractured, and more about having to reward each and every consumer in some way before they will interact with your brand, we are seeing more and more specialist agencies becoming involved with each brand.

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