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Beyond Advertising by Catharine Findiesen Hays, Yoram Wind

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Chapter 8Leverage Organizational Architecture

Through the understanding and activating of data and their supporting technological architectures, we as advertisers will create rich, intimate, highly personalized, and culturally resonant experiences for the people and communities that care about our brands. These experiences will help transport people and communities from their current state to a desired state (within reason), and these folks will in turn thank us by becoming brand loyalists.

— Loren Grossman, Chief Experience Officer and President of the CXM, Annalect (2012)

Implementing a comprehensive All Touchpoint Value Creation Model as described in Part II, which fully leverages the five forces of change put forth in Part I, has profound implications across the entire organization—large or small, agency or advertiser, media provider or research firm. As our 2020 collaborators identify these implications and necessary actions, they collectively touch on all aspects of an organization, its people and its processes. We urge you to peruse their recommended action plans to get the full richness of their insights and perspectives at wfoa.wharton.upenn.edu/ad2020/. Indeed, many, if not most, of these 2020 visionaries are walking their talk, and are already putting their forward-looking concepts into practice and pioneering new approaches with the clear objective of helping to create a more desirable future.

In this chapter we provide a high-level framework for implementation, ...

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