“If you’re looking at your comms and media plan and it looks suspiciously like the one you had ten years ago, then you’re probably building for where people were,” says Facebook’s chief creative officer Mark D’Arcy, who was recently in town to speak to the crowds at ad:tech and at AUT’s Project Connect. And he reckons the only way to change this is by breaking down the legacy structures and strategies that have until now determined how marketers and advertisers do their jobs.