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James Gross is the co-founder of Percolate, a platform building the system of record for marketing. Walk into any company, and ask the person at the front desk, “What department do the creative people work in?” The answer you’ll most likely hear is “marketing.” Marketing and advertising are widely regarded as creative professions.
James Gross is the co-founder of Percolate, a content publishing platform for brands. Marketing — and the half-trillion ad budget underlying it — continues to grow at an impressive rate. At the same time, there have never been so many agency of record (AOR) relationships up for review, with agency tenure down a staggering 65 percent since 1984.