Igor Beuker
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What is the Mad Men versus Math Men versus Machines framework?

Advertising may win quarters. Innovation wins decades. Igor Beuker envisioned it 25 years ago and turned it into his signature framework and methodology: Mad Men vs Math Men vs Machines. The Mad Men, the traditional incumbents, burn billions on campaigns and backward-looking market research and call it strategy. The Math Men skip the pitch deck and become the new business case. The Machines scale it. Marketing used to be an art. Now it is a science too. Imagination to see the market before it exists, math to prove it, machines to scale it. Dream like an artist, decide like a scientist. Igor flipped the funnel himself, then cashed in the lens when Sir Martin Sorrell's WPP (NYSE: WPP) acquired 3 of his marketing firms. Today it is his most booked keynote, and 1 sentence no boardroom forgets.

Unpack the framework live at his booking page.

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///More on Forecasting, PAR, and Independence
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