Did Someone Say Marketecture?

It’s amazing how ideas you present throughout your career all of a sudden take off. Is it better late than never?

Fundamentally, if you believe is something and know in your heart that it’s the right idea, then you need to pursue it with every inch of your soul. That is what I am doing today with mktg.ai.

In the late 90s I presented an idea called “Marketecture” to the leadership of JWT and WPP. I was building digital@jwt the first digital shop in the oldest agency in the world - R.I.P.

I took Unilever, Merrill Lynch, DeBeers, Warner Lambert, Sun Microsystems and Sotheby’s online. They were experimenting with the internet. My budget for Merrill Lynch was $80K. Yes, eighty thousand dollars. I had to beg borrow and steel the get Unilever online. And yes, it really happened, one client asked "Is this internet thing a fad?"

I'm at a great conference today Adtech Economic Forum and Ari Paparo has a newsletter that is blowing up called, you guessed it “Marketechture.” 25 years later the industry is embracing the idea.

The idea of Marketecture was that brands need blueprints. Just as Architects create blueprints to build a building, a brand needs a blueprint to build their brand and business.

In 2016 I went out with the idea of Marketecture, and could not raise the capital to build. Fast forward to today and the rise of mktg.ai. Marketecture is a core element of what we do.

Marketecture today is the customer journey. It is not just relegated to digital. It combines every consumer touchpoint and mktg.ai give brands the visibility they need into every creative asset that touches their audience and the performance data needed to make marketers decisions faster.

It's an AI driven blueprint machine. While some have still laughed at the notion of marketecture, or even mktg.ai, they will look back and say, do you remember that guy who changed marketing. He believed in it with every part of his being and created the "holy grail" of marketing for brands.