Why Don Draper would make a lousy digital marketer

03/19/2012 | Guardian (London), The

Top ad-industry officials say that modern digital marketers shouldn't model themselves on Don Draper, the fictional 1960s-era Madison Avenue executive featured on the TV show "Mad Men." The age in which Draper-style executives could position themselves as "exclusive arbiters of creativity and modernity is over," says Matthew Neale, managing director of GolinHarris. "Today's consumers want a conversation with their brands and they are being their own art directors using media like YouTube," Neale says.

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