Marketing is facing a crisis of capability: the consumer is becoming more sophisticated, marketing savvy and less receptive to marketing messages. Old methods and mediums are becoming obsolete.
Marketers now have more brands, more data, more channels and more choice, but the capabilities available to the modern marketer have rarely expanded to meet these challenges.
The desire for marketing excellence is real but making it happen is hard:
Source: World Federation of Advertisers, 2014, McKinsey, 2015