This is a short interview given by Emmanuel Vivier, one of the founders of Vanksen Group (a customer I advise in matters of strategy, growth management, organization, structuring and corporate governance) at Ad:Tech in London. Emmanuel gives some pretty interesting assessments of the readiness of the market for new marketing approaches. It does seem that marketing decision makers are increasingly aware and willing to deploy integrated online-offline campaigns and to exploit capabilities of the Information Age for communicating. However, there are quite a few new challenges that they may not be familiar with, starting with the issues of brand management and brand protection in an open environment like the Internet. And since we are getting closer to 15-OCT (blog action day), I will simply put out the questions: how relevant is it to be marketing in ever cleverer ways if that does not contribute to better consumption instead of merely more consumption? how can new marketing support more sustainable economic models that do not require more natural resources than can be afforded by the one planet we have? Probably something to be considered as part of strategy formulation at Vanksen Group.