There was a time when companies could rely on a competitive advantage lasting five to 10 years. In today’s market, it is thought that the window has collapsed to somewhere between 12 and 18 months.
For agencies, the implications are profound.
When Eileen Kiernan was chief executive officer of IPG Mediabrands, she used that statistic as a “rallying cry” to help the media network and its 18,000 employees understand the “urgency” with which the organization needed a culture that was better equipped to manage change.
