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Don Draper has left the building is an announcement bound to dismay any woman with a pulse, but it should hearten marketers.

That’s because Don Draper represents the old school of marketing, said Tom Fishburne, CEO of Marketoon Studios, at Integrated Marketing Week earlier this month.

In the Draper model, marketers decided what the brand stood for and what its strategy was. Every touch point with the customer was controlled.

Today those touch points have exploded and marketers have far less control, said Fishburne. To succeed in such an environment, we need to create marketing worth sharing, he continued, outlining five guiding principles.