The Cure for the They-Don’t-Get-It-Syndrome

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Randall Rothenberg, chairman of the Interactive Advertising Bureau, says a cure is in sight for the “I-don’t-get-it-syndrome,” which has afflicted the marketing industry for 20 years. The syndrome is a classic case of marketers not getting their ad agencies, and ad agencies not getting their clients, Rothenberg proposes in his blog, I, A Bee. The beginning of the cure may be found in a new cross-industry study, “Marketing and Media Ecosystem 2010,” a joint effort among the IAB, the Association of National Advertisers, the American Association of Advertising Agencies and Booz Allen Hamilton. The survey was released Oct. 11 at the ANA’s annual conference in Phoenix.
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