Business Services Industry
Leading EdgeSeachange
Marketing Magazine (Auckland), May, 2004
Starcom MediaVest Group ceo international operations Kevin Malloy issued five challenges to delegates at the recent forum on strategic communications in Auckland (see box on right). Talking about the changing role of advertising in the communications mix, Malloy argued that offshore advertising agencies - and particularly those in the media planning and buying operations - have changed their thinking and approaches quite radically.
He asserted that overseas many of these reactions are in their second and third stages of evolution - especially in the more developed markets. "However, from what I've seen here in New Zealand, much of the marketing thinking in relation to ad agencies and communications planning is still firmly locked in the 1980s."Changes in the consumer world...
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