Advertising Week


Advertising Week 10th Anniversary Official Guide

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Page 229 of 333

228 BRAND ED TRANSFORMATION IN TRUTH THE GREAT PRETENDERS The latest industry watch- word, 'transformation' will undoubtedly be on the lips of many during this year's Advertising Week and yet how many of us are guilty, yet per- ilous, optimists of confusing fundamental transformation with evolutionary change. Transformation is about true reinvention strategy—not just technology—and is a journey requiring an exceptional level of leadership. By Kathleen Saxton Founder of The Lighthouse Company and Co-Founder of Psyched Global

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