In this provocative presentation, Upstream Group President and long-time iMedia Summit contributor Doug Weaver serves up the Oreo Doctrine, a vision for how our industry will split into two very different worlds in the coming years.

Even as digital marketing booms and dollars continue to flow, media sellers, agencies, technology and research providers all continue to struggle with a lucid vision for the future. Planning businesses and careers can be dicey when the landscape seems to shift and visibility dims beyond the next news cycle. In this provocative presentation, Upstream Group President and long-time iMedia Summit contributor Doug Weaver serves up the Oreo Doctrine, a vision for how our industry will split into two very different worlds in the coming years. If you’re guessing Brand vs. Direct Response or Search vs. Display, guess again. The real split will be even deeper and more profound. And as Weaver explains, it will change everything about how we interact with one another. If you’re planning a business, considering your career or just wondering how a sandwich cookie factors into all this, stay tuned.

Doug Weaver is president of Upstream Group, Inc. Read full bio.

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Presenter: Doug Weaver, President, Upstream Group, Inc.

Format: Zipped Powerpoint