Mark Ritson: Marketers’ obsession with digital comes with a sting in the tail

Many years ago, in a different century, I worked for a smart, very experienced global marketing director. He hired me to train some of his new marketers and over a period of a few years a friendship grew. For an inexperienced, naïve young marketing professor my association with a high-profile marketer at a such a famous brand was something of a coup. I soaked up his advice every time we met and hung off his every word.
At one of our meetings he informed me that his newly arrived CEO had jus