The Global Shift

A recent article in Ad Age detailed the seismic shift in global ad spend over the past eight years (2005-2013) with online spending nearly quadrupling in that timeframe. In fact, online media buys have eclipsed newspaper, ranking second (behind television) and eroding other channels—most notably magazines and radio.

This prompted me to think about the future of traditional media in our global marketplace.Are we headed for a true convergence? If so, what does this convergence of media mean for creativity and in-house teams? What skillsets will be necessary to enable brands to compete globally across multiple platforms?

I wish I had the answers and could clearly predict the impact these change in the media landscape will have on global brands. Business demands have forced some of you to address these issues already, with an eye on the present and a vision for tomorrow to ensure you’re ready for the future.

How are you responding to the changing mix of media? What are you doing to develop your creative talent and hire skilled resources to keep pace with this global shift? I look forward to the discussion.

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