 SWITZERLAND | TECHNOLOGY |
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| Festival Of Media: Analysis and Results |
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The directors of eight of the largest media agencies in the world shared their outlook on the current media and advertising industries, as well as their predictions for the near future.
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With the presence of the eight main advertising agencies in the world (OMD, VivaKi, MediaCom, MPG, Mediabrands, Posterscope, ZenithOptimedia and Initiative), the second day of the Festival of Media was certainly very busy.
Over 32 marketing directors shared their outlook on the current media and advertising industries, as well as their predictions for the near future, through a Q&A organized at the event.
80% of the CMOs stated the way to communicate in the current industry is through brands, since generating and sharing content is the heart of all international advertising strategies.
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Meanwhile, 94% stated graphic media does have a future, something that goes against all forecasts.
Yet, Annie Rickard, president of Posterscope, stated paper will disappear "sooner than we expect".
Another clear trend is the growth in cell phones. 85% of the CMOs stated the investment in said devices will double in the next couple of years, while 80% stated media agencies are not as strong in digital media as they are in traditional ones; which must be changed ASAP.
As far as creativity goes, 70% believe ideas are much better now than they were five years ago.
Last but not least, the festival's creator, Charlie Crowe, revealed most of the CMOs (66%) stated it's not true that "all media agencies are the same" because of the people, the culture and their leadership which is different in each one.
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Where Everything Grows
