Instead of exchanging purchasing power for data power, media agencies need to see themselves again as service providers, who can live with 10-15% margins. Conversely, advertisers need to wrest control over data and technology and invest hugely in internal know-how.
Matthias Schrader about the potentials of Service Design for marketing. His appeal to brands and companies: Create meaning!
Matthias Schrader and Neelie Kroes kick off NEXT Berlin 2013 with a rallying call, a call to battle: Here Be Dragons