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

Pay attention…

BRIC,  ME and Africa, although noted a great deal in recent years, will truly shift priorities in 2010.


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