The desperate need to restructure advertising and marketing.

Only interactive marketing communication will provide clients with the

necessary communication and feedback necessary for effective marketing to take

place.

For too long, marketing functions have been vertically organised by media

type. This approach is mirrored on the agency side, with rewards based on

discipline-specific P&L models. These must be torn down.

On the client-side Marketing and Brand Managers must involve and lead a team

of colleagues who have the responsibility, vision, understanding and commitment

to engage in a media-agnostic planning process. And this team of enlightened

marketers must be willing to let strategic goals -- not historic patterns --

drive budget allocations.

Achieving strategic integration requires a top-to-bottom reinvention of the

marketing organisation. Holistic professionals who are system thinkers,

customer-centric believers, innovators and dreamers must lead this

transformation.

And Interactive Communication must lead the way in all your marketing communications