COMMENTARY BY TOM DOCTOROFF
Why Traditional Media Isn’t Dying
Tom Doctoroff, CEO of JWT Asia Pacific: “Contrary to conventional wisdom, and despite the disorientation that digital technology has wrought, “traditional” conceptual thinking is still fundamental to marketing. Today’s digital era calls for change — but not to bow to the algorithmic salvation of big data, or to the gee-whiz draw of viral video. Our mandate now is to achieve harmony between timeless brand-building truths and new digital technology opportunities. To do this, we marketers must debunk five platitudes.”
