Summary: Guests: Grant Hunter, Regional Creative Director Asia, Iris Worldwide and Jon Burkhart, Social Media Creative Director, Iris Worldwide If social media has taught marketers anything, it’s that we now live in an environment where we just can’t predict or control everything about our campaigns. But this isn’t just about viral videos that don’t go viral, or user backlash that does. It’s about marketing as a whole and how it is changed by a broader culture of unpredictability – driven by the voracious appetites of a relentless 24-hour news cycle, the inability to fit consumer contributions to our expectations, and an attention-starved world’s unquenchable desire for fresh content and technology. How do these trends change marketers’ job descriptions? How can we generate ideas that anticipate and leverage the unexpected? How should we operate differently – in our relationships with clients, in our ability to sense and respond to consumers, even in the way agencies get paid?
