“Last week I sat down with Will Coleburn, a CMO employed most recently at Toy State,” starts an AdAge post. “As the name suggests, the company is in the toy and games business, an industry Will has served for decades, running marketing at several organizations along the way. In our conversation we discussed his journey from traditional marketer to digital CMO. At one point he summarized the difference between his job twenty years ago and his role today in a neat statement:”
In the old days our agency meetings were ninety percent about the campaign creative and then in the last minutes, we checked off the list of which media we would buy with our budget. Today, we start with the customer, then we figure out what channels or media we have to use to reach them, only then do we talk about the creative.
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