So what exactly might ‘Adaptive Brand Marketing’ be?

(Jointly authored with Greg Andersen, our MD in BBH New York) The imminent publication of Forrester’s new report on the challenges facing clients – “Adaptive Brand Marketing: Rethinking Your Approach to Branding in the Digital Age” is a welcome turning of the spotlight toward client organizations. Without question agencies of all sizes, shapes and persuasions need to get their collective...