Tom Vic, Group Business Director of leading communications agency JWT, was talking about advertising as an important element of the marketing communications mix during The Enterprise Week.
He mentioned that marketing is evolving through digital and adapting to the new times. First adverts people could admire in the press, then on the Radio, on TV and in the Internet. For example, D.E.P.s (digital escalator panels) are a revolution in digital screen advertising and feature across the Tube network.
Although it is very expensive, it is an investment for the future because Media, as told Tom Vic, are the second brand of marketing communications. It appears that an agency should go back to basics and adapt to the times. Full-service agencies are now very important but only the strongest will survive. In five years time we would have probably digital agencies. Vic consider that the credit crunch is an opportunity to make greater focus on cost-efficiency. He added that advertisements will always exist and develop all the time. Now is a time of great excitement and opportunity for the advertising industry.
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