A former editor of this magazine, Mitchell has also written several books on marketing, including Right Side Up and The New Bottom Line.
His column, called 'Reinventing marketing', will start next week. He will also blog on marketingmagazine.co.uk.
'The approaches that dominate marketing today were invented for conditions that are fast disappearing, so we need to revisit and rethink our deepest assumptions,' said Mitchell. 'It is scary, but as we do, I believe we will discover huge new opportunities.'
His first column will examine 'mad sheep rage' - a reference to a new way of evaluating advertising effectiveness that, according to Mitchell, 'has the potential to turn marketing metrics upside-down'.
Over the years, Mitchell has also contributed to The Times and Financial Times. He is also a founder of Ctrl-Shift, which advises organisations about consumer empowerment, and Mydex, which aims to help individuals realise the value of their personal data.
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