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Shopper Marketing, 2nd Edition by Ville Maila, Markus Stahlberg

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Future shock

KEN BARNETT

Ken Barnett is chief executive officer for MARS Advertising Inc. MARS offers advertising and marketing services. The company provides retail, consumer, and channel marketing and networking services.

When Advertising Age took their latest look at ‘What the media agency of the future will look like’ (Ad Age, 2010), 11 industry leaders shared their visions. Not surprisingly, none mention the words ‘shopper’, ‘retailer’ or ‘path-to-purchase’. Instead we got visions such as the following:

  • It’s always been about the talent. And in the future, that will be even more critical as agencies will be staffed with a new breed of listeners – students of the human condition, data interpreters and idea nurturers.
  • The media agency ...

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