For marketers, the creative age must be thought of in terms of three major impacts.

First and foremost, the creative application of ideas through social channels as a major vehicle will spawn a new era of truly integrated marketing communications.

Second, real-time consumer information and speed of response should be seen as a critical ingredient to developing breakthrough creative insight.

And finally, the creative age must blur the organizational lines among marketers, their firms, and their customers.

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— FastCompany. Nov 2011. Pg 26