Consumers adapt to technology much faster than enterprises, which makes it difficult for marketers to predict the nature of the landscape in which they’ll be working. It’s a problem that Torrence Boone, director of agency business development at Google, is acutely aware.
“The biggest impediments to keeping pace with consumers are organizational structures and silos that we built decades ago in a very different operating environment,” Boone says. “Back in the early eighties, three TV networks could reliably reach 80% of the population and we had the luxury of long, drawn-out processes—largely linear and sequential—that supported that model.”
Make sure to check out an expanded Q&A with Torrence in our December 2012 issue, and get your Caples tickets here, while they’re hot. The Caples Courageous Creative Summit and the Caples Reveal go down Thursday, December 6 at 82Mercer in New York City.