For a variety of reasons, cross-platform alignment occurs too infrequently. First, marketers have become disorientated, even intimated, by the emergence of quantitative technologies that promise algorithmic salvation. Second, advertising agencies have yet to identify models of collaboration that pair conceptual distillers – that is, “storytellers” — with systemic thinkers, the latter capable of devising innovative transactions. Finally, many organizations have siloed operational structures. This is particularly true in China where sales departments wield control over marketing. To boot, online and offline units function independently.