Winging It Is Causing Marketers to Undercut Their Craft

There’s innovation in disorder, but some structure is needed

Businessman trying to fit pieces into the wrong space
If brands are already known for excellence with a plague of winging it, imagine what could be achieved with a suite of craftsmen? Getty Images

It’s no secret the marketing industry is in a period of incredible upheaval. At the core of this transition are two forces: technology and humanity.

Lisa Prince is founder of School of Ideas. She's a strategic consultant, speaker and former group strategy director Wieden+Kennedy.