Reviews & Endorsements
Converge... stands out from other marketing books by offering valuable insights into the vast changes that are upending a broad range of industries. The authors bring these esoteric concepts to life via detailed case studies from a wide range of industries, ranging from a hamburger-builder app for McDonald's in Germany to the data-driven re-election campaign for President Barack Obama.
"Razor-sharp ad ideas"
I read many books (a book a week for 20 years) and Converge is riveting. This should be a must read for any CEO who wants to transform their organization.
Every marketer can learn something from Converge because it informs the marketing process rather than the product. It also offers good ideas on what can be done today to improve the process, particularly cloud computing, which seems to be the only way to manage the exponentially huge amount of data uploaded daily.
Converge is today’s must-read manual for business transformers. It delightfully straddles the academic side of explaining why marketing and technology have never been more intertwined with the business side of informing the reader precisely what to do about that change to drive real innovation within their organization. So if your job is about communicating on behalf of a brand — at an agency or client organization — and you’re looking for a practical and innovative guide that explains how to thrive in this age of disruption, then this book is for you.”
As a CEO whose business is at the intersection of technology and marketing, knowledge of the shifting business landscape is critical. Converge tackles important issues for digital communicators in today’s hyper-connected marketplace. This book is not just a recap of the latest innovative technology; it also dives into key knowledge for leaders challenged with empowering teams to thrive. It should generate some great conversations.”
Written by two disciples of the digital uprising, Converge has the advantage of being a testament, not a prophecy. At Razorfish, Bob Lord and Ray Velez have borne witness to advertising’s technology-enabled shift from passive, traditional messages to the reimagining of brands as services and experiences. Brimming with firsthand accounts and practical insights, their book makes a chapter and verse case for a future based on collaborative creativity and an open source agency model that can produce multiple ideas for multiple audiences. By dissecting the disruptions deployed by brands as diverse as Axe, Audi and Delta, Converge presents a cogent argument for a future where art and science intersect, where Data, not Don Draper, is the true messiah.”
As a discipline marketing hasn’t changed much over the past several decades. It has always been about frequency and reach using a handful of tools, mostly broadcast oriented. Today, search-enabled, socially equipped buyers bypass marketers whenever they can, finding ways to tap into their peers and the “power of the crowd” for purchasing advice. Technology has upended just about every process marketers depend on, while challenging their creativity – as things like graphic design morph into experience design.
Bob Lord and Ray Valez are uniquely qualified to write about this transformation and convergence of disciplines. Having lived through the dawn of the Internet, they experienced firsthand how the world wide web leveled the competitive playing field. In Converge, they help marketers adapt to a new world where even more walls are crumbling between buyers and sellers. Bob and Ray back their ideas with real world examples, from their many experiences and observations of both business-to-business and consumer marketers, a rarity in today’s marketing texts. But mostly, they take us through this journey through the eyes of the customer, which is where all marketing begins. It’s a book I will reference often to inform my own marketing challenges as well as those of my clients.”
Over the years, I've seen Razorfish bear witness to the convergence of technology and marketing — and the truism that organizational silos must break down to put the consumer experience first. Lord and Velez write through the lens of having done this not only for their clients, but also for their own organization. Learn from their first-hand experiences about this very timely and relevant topic.”
This book is insightful, relevant and will appeal to anyone with an interest in marketing products and managing successful, sustainable businesses.
Bob and Ray set out their arguments for the convergence of creativity, technology and media simply and unambiguously. They make us think differently about marketing, and about business. They help us understand what’s going on out there and how to survive in the evolving world of consumer-selection.
Creativity, technology and media all serve to enrich the consumer experience. They have always done so in their, hitherto, largely separate ways.
But the convergence that is so well described in this book makes us challenge traditional assumptions about what we do, how we do it and how we are organised.
Theirs is a world where success depends on getting rid of silos; where there is a coming together, a process of joined-up thinking on a massive scale recognising the connectedness of things.
The democratisation of data and of creativity, cross-disciplinary thinking and next-generation story-telling present a compelling vision of the changes organisations must make if they are to succeed.
I have witnessed these trends in my own company. Increasingly, evolving consumer behaviours are requiring us to develop a more co-ordinated eco-system of activity.
In particular, the proliferation of mobile globally is building an intense, always-on, one to one relationship between brands, businesses and consumers. This is already having a profound effect on how we ‘converge’ the strands of our marketing activity.
In our quest for ‘sustainable growth’, Unilever recognises that its entire business model must change and in order to lead, must adapt to a new, converging world.
We know we cannot deliver ‘sustainable growth’ on our own. We must share ideas, develop partnerships, collaborate, co-create solutions and re-imagine our brands in terms of the long-term benefits they bring to our consumers, society and the planet.
Organisationally, we have brought together marketing, communications, and sustainability under one leadership at the global Board level and are working through the ways that these ‘converge’. Our challenge is to build an operating model that can turn this complexity into a source of sustainable competitive advantage. In this hyper-connected world, which feeds off data, I feel that now I am as likely to talk about my business in terms of cloud formations as I am organisation charts.
The concept of convergence is game-changing. As you read it, free your minds and ask yourself, "Am I and my organisation ready to face the challenges that Converge says I must in order to succeed?"