BARTLE, BOGLE, HEGARTY, Dezember 2003

Advertising and marketing are at a crucial crossroad. Reaching our ever elusive audience becomes harder and harder as the power of conventional media diminishes. And the sheer quantity of marketing messages threatens to overwhelm us all. Naturally in this environment we find ourselves debating the future shape and direction of our industry. Pundits look to the future to predict all kinds of scenarios. But perhaps by looking back at the experience and success of previous societies we might gather some clues. It won’t be the first time we’ve had to look back to go forward.