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Rory Sutherland: Short-termism has jeopardised marketing’s resilience
The Ogilvy vice-chairman believes marketers’ obsession with engaging in a short-term “cost-cutting game” means lost opportunity and damaged resilience.
The reliance on short-term, cost-cutting marketing activity has left marketers with a “hidden price” to pay in terms of lost opportunity and business resilience, according to Rory Sutherland.