I owe Doug Weaver over at the Upstream Group a debt of gratitude. I came across a blog post of his from May of 2007 titled “The Oreo Doctrine“. I’ll leave it to you to go and read the entire post but Doug does a great job of describing what I’ve been doing for years (digital strategy) and gives it a name I think I can actually embrace.
Dammit Jim, I’m a “Marketect”!
Doug hit’s it right on the head when he defines “Marketecture”. Here’s my slightly edited version of his definition (read the original post for the whole shebang):
“A business discipline that applies complex media and communication elements in the focused solution of unique business problems. Marketecture focuses on profitably solving a time-sensitive marketing or business issue for the client. Marketects effectively collaborate with a “virtual talent network” to align unique capabilities and audiences with the client need. Marketecture thrives on the relative chaos – “permanent whitewater” – of technical innovation that will always drive the digital world. If you’re having a hard time visualizing the Marketect, think of the outstanding general contractor: He doesn’t own all his talent or have an exclusive contract with you to build all your houses, but he’s the guy who can bring all the best talent – concrete, plumbing, electrical, sheet rocking – to the job at just the right time.”
Fellow Marketects, I’d love to hear from you!
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