News

IVCA Handbook

December 14, 2009

The IVCA asked us to contribute a piece for their handbook on our industry predictions on the opportunities facing our industry for the coming year. Here’s what we said:

Lord Bell recently summed up the threats and the opportunities that we face in the coming months: “The recession has hit expenditure, budgets and jobs, but it has also masked structural change...brought about by new technology and the greater importance attributed to communications.”

So the bad news is that anyone thinking that once the recession is finally over, everything is going to go back to the way it was is frankly delusional.

The challenging news is that new technologies have completely upset many of the assumptions that both we and our clients used to make. And we’re going to need to understand all of the implications of these changes - and explain them to our clients - very quickly.

And the good news is that the greater importance attributed to communications is particularly focussed on video right now. It was great, for example, to hear recently from an organisation called ‘Fresh Business Thinking’ that: “...video is engaging and can educate and entertain customers and lead to increased sales. Video...can tell your story – powerfully!”­

It’s great to be part of this exciting new medium.