“Creative teams… now need to behave more like improv actors — “story building” instead of storytelling — so they can respond in real time to an unpredictable audience. Marketing actually needs to be useful — “use-vertising” instead of advertising — which means that you must think more like a product developer than an entertainer. While campaigns once promised glossy anthemic concepts, perfected before being shipped off to the waiting client, digital is incremental, experimental, continually optimized — “perpetual beta” — and never, ever finished.”
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