I contributed to this thoughtful essay by Tony Langham CEO of Lansons Communications. In this essay Tony argues that the days of standalone corporate PR departments may be numbered, but their distinct function will remain essential even within companies' merged communications and marketing operations.

What is the Future of Marketing? Marketing is on a collision course with the future. Our current marketing paradigm is inextricably linked to the driving of consumption and the creation of habits of consumption. Economic growth has been the single minded outcome upon which we have built our brands, our marketing models and our rasion d'etre. But unabated growth cannot continue. My hunch is that the future of marketing is not merely, or even, a "more consumer focused / digital / growth oriented / sustainable" (delete as appropriate) future but a complete reversal of the current paradigm.