Post by International Advertising Association

We are sharing the views of IAA members around the world on what will shape the industry this year. Read what Pascal Schaub thinks below: "The marketing playbook is currently replacing the marketing strategy. We no longer need rigid rules or paper tigers for the boardroom. Marketing has to work in everyday life, with smart people who successfully execute effective moves. A manageable number of plays makes them capable of acting in dynamic situations. For example, an “end-to-end” play, a “say no” play, an “AI” play. This will transform marketing departments into united, flexible, and powerful American football teams—because that’s where the idea of the playbook comes from."