IAA World Congress brought business leaders to Moscow this week. Discussions centered around the communications industry and focused on this year’s theme CHANGE : CONSEQUENCE.
One thing is certain, a shift in the mindset of business leaders is far more apparent than we have seen in the past. Integration of traditional and digital media is sought out. Strategy encourages media teams to communicate within a people-centric digital ecosystem and “interruptive marketing” is quickly being replaced by more engaging dialogues.
Just keep shifting…
Advancements in mobility will force brands to seek out people, know where they are, and customize messages to what they want to hear.
ROI is far more attainable across digital environments. Martin Sorrell (WPP) shared ideas about ad shift and the essential elements: technology, geography and consumer insight for creating competitive advantages
BRIC, ME and Africa, although noted a great deal in recent years, will truly shift priorities in 2010.