Jeff Hicks, the CEO of Crispin Porter + Bogusky has announced that the future of advertising is that… there isn’t one.

Hicks argues that instead of 30 and 60 second ads, which are at the periphery, marketeers will focus far more closely on the product. Using Google and Starbucks as examples he stated that traditional advertising media are not needed to get the message to consumers, instead the marketing is embedded in the brand.

This thinking fits in very closely with John Grant’s theory that the product is the brand with an overall goal. The brand relies on constant innovation and a high quality of service rather than advertising to succeed.

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