Walker Teele, Executive Partner, Head of Account Leadership at The Martin Agency in Richmond, wrote on LinkedIn that he’s “been thinking a lot about how the fragmentation of the media landscape is completely re-writing the rules of brand building.

“With the decline of linear TV and most mass media, we’ve been living in a digital and social first world for some time now.

“But as Gen Z and younger audiences completely opt out of mass media and “traditional” advertising becomes invisible, the need to work with creators and partners is becoming essential.

“Yet the tools most marketers and agencies use to define brands is still a decade behind. There is a need for new approaches that maintain a core set of values and message, while allowing for flexibility to create content that is authentic to brand and audiences it seeks to reach.”