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Presentation given at IMH 9th Communication Conference, 27th May 2011, Hilton Park Hotel, Nicosia, Cyprus
The days of launch and leave marketing are coming to an end. As the world around us accelerates, brands must become more agile. They need to be able to move at the speed of culture not just the speed of production. Managing and measuring this new approach to participation requires a rethink about the way we run our marketing practices.