If John Wanamaker, the legendary, native-Philadelphia merchant and public figure, could somehow come back to his favorite city, in 2018, he would no doubt feel very much at home in today’s marketing communications/digital marketing/social media-driven ad biz.

Most remember Wanamaker, who passed away in the early 1920’s, for his enduring perspective on advertising effectiveness: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”