John, I Know People Who Can Help You

Ad Age: Madison Avenue needs to figure out emerging media — fast — or lose billions of dollars to someone who will, warned one of the nation’s top marketing executives.
“Major money is going to be in motion in the next decade and yet no one really understands exactly where it will land, or even if it will land, or just disappear altogether,” John Stratton, VP-chief marketing officer at Verizon Wireless, said in a stirring address to 400 marketing, media and content producers at Advertising Age’s Madison & Vine Conference at the Beverly Hills Hotel.
Mr. Stratton, who controls a budget of more than $2 billion, exhorted agencies to take action: “Your clients are in trouble. They are looking to you to save them.” He said the ad inventory that has been sold for the last 50 years “no longer works,” and marketers “have started to figure that out.” In the process, “your clients will fire, hire, fire, and hire agency after agency … seeking someone –- anyone! — who can help them perhaps on where to go next.”

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.