Chief Transformation Officer Lindsay Pattison: Brands Versus Demand

It has now been over two years since the World Economic Forum declared we are experiencing ‘The Fourth Industrial Revolution’, characterised by technological upheaval and the fusion between the physical, digital and biological.

Both clients and agencies on behalf of their clients are – rightly – obsessed with the future, what it will look like and how we can future proof to continue driving growth.

Jack Welch told us that businesses plan across three time horizons; some plan for ‘years ahead’, some for each quarter and some for ‘right now’. But the best plan for all three. As we experience the VUCA (volatility, uncertainty, complexity, and ambiguity) world right now, we see many marketers becoming too focused on short term success (see the shift in balance from this excellent Enders/Magnetic report, May 2017).

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