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The most successful companies today welcome change. They view it as a catalyst not an obstacle. They see the future as an opportunity not a challenge. They don’t just react to change—they incite it. And they win because disruptive thinking always wins. To compete with them, marketers must commit to transformation across their entire organization. This starts with asking the hard questions and listening to the answers.

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To better understand how clients are addressing their future,
Wunderman conducted a study with research partner Penn Schoen Berland.

In Q4 of 2017, we asked 250 senior business decision makers from global brands how they were navigating this new, complicated landscape.

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So where should you start?


It all starts with people. Many organizations think of technology as a comprehensive solution. Yet they live in silos and still think in terms of products and channels. Today, technology has enabled us to organize in a completely different way: around real human needs. We have the ability to give people what they want when they want it most. But that requires new thinking, new structures, and new strategies—all of them human centric and future ready.

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How will you win in 2019?

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This is what it takes to become Future Ready.

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Are you up to the challenge?


Above all, this is a time of opportunity. Today, we have the technology to deliver amazing experiences to people around the world. We are empowered to make changes that will not merely sell products but improve lives. It’s just a matter of setting everything up right and connecting the dots.

Marketers have many reasons for hope and optimism. Once the tools and people are in place, there are no limits. But it’s time to have realistic conversations to start moving forward. It’s time to become Future Ready.