The business world is fundamentally different – with companies looking to transform into omnichannel, real-time operations.

Meanwhile, many continue to use models which, while still fundamentally sound, don’t fully reflect the world we and our customers live in. Brands are turning to a blend of digital and traditional marketing, such as Econsultancy’s M3 model – a framework for what marketing has become and the new requirements for marketing competencies and capabilities around domains of expertise such as data & analytics, customer experience and content, omnichannel and personalisation.

This week, in the first of our 2018 Oystercatchers Club evenings, we asked: is our industry future fit?

With some 200 plus senior leaders from the likes of Barclaycard, Diageo, Direct Line, Hiscox, Just Eat, RBS, Unilever, Virgin, and GSK, gathering at London’s May Fair Hotel, we had a full house and great vibe as our Club members caught up after the Christmas Holiday.

Our CEO Suki Thompson invited four outstanding business leaders to share how they have been merging marketing and digital across their businesses. The panel included John Smith, Former COO, Burberry & CEO, BBC Worldwide; John Rudaizky, Partner, Global Brand and Marketing Leader, EY; Frank Arthofer, Global Head of Digital and New Business, Formula 1 and Lindsay Pattison, Chief Transformation Officer, WPP & GroupM.