Journalism and Mass Communications, College of


Date of this Version



Rishad Tobaccowala & Valerie K. Jones (2018) To Thrive in Today’s Marketing Landscape, Embrace Schizophrenia!, Journal of Current Issues & Research in Advertising, 39:3, 266-271, DOI: 10.1080/10641734.2018.1497347


Copyright © 2018 American Academy of Advertising. Published by Routledge/Taylor & Francis Group. Used by permission. Released under Creative Commons Attribution Non-Commercial license CC-BY-NC.


We are entering the third connected age, powered by deep connectionsamong data, interconnected and Internet-connected objects, and engag-ing, immersive communication. Communication and media are undergoingradical transformations–influenced by artificial intelligence, the Internet ofThings, virtual and augmented reality, and voice-powered devices–and asa result, the advertising landscape is transforming as well. Brands connectdirectly with consumers, built on rich, data-driven relationships. As theway brands are built changes, so must the skill sets and approachesneeded for building and advertising brands. We outline a new model forsuccess and discuss future challenges and opportunities for academics, stu-dents, and professionals, to thrive.