Welcome to the Creative Age

The New Life-Blood of Business

Marketing and its practices have pervaded corporate thinking for the past five decades, becoming a fixture in business plans. Evidence of marketing’s creative manifestations appears everywhere - in commercial messages, in packaging and in virtually every interaction between consumer and producer. While society has changed drastically over the past half of the last century, marketing principles have stagnated. Changes in culture and the business environment have rendered marketing theories obsolete. Marketing has lost its effectiveness and its stature: it’s now considered a perfunctory function carried out by the so-called creative group.

Marketing will continue to be ineffective and to speak only to itself unless the business world accepts that new tactics are needed to respond to new challenges and circumstances. Business must replace traditional thinking with a new approach. The old rules no longer apply, and the Marketing Age must give way to the Creative Age. Like its predecessor, the Creative Age offers a framework on which to base a new philosophy of business. But in this new age, ideas are the motivating principle from which meaningful...