I know we talk a lot about the shorter tenure of CMO's lately. One of the reasons may be this major disconnect between Consumer's POV's and the CMO's understanding of social media.
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I think that part of our job as Inventionists is to be the 'connective tissue' not only to our clients but internally. We're here to bridge the gaps of understanding in digital (something that Advertising has been trying to do for 10 years, and largely failed.) Once that bridge is made, once we've raised that value around us - then we can blow things up.