Commentary
Nigel Morris looks into the Crystal Ball
- by Karl Greenberg , Staff Writer, September 19, 2008
Agencies suffer hypocrisy, they are lazy, they don't want to engage in new opportunities. The conclusion: the decline of advertising as percentage of total marketing spend. the Digital side hasn't helped because it has invented new nomenclature that clients don't get.
That's why clients and agencies are appalled at what google is doing. they have innovated but the ad industry hasn't. so the industry is looking down a barrell of the gun.  It's the financial industry that has, over the past twenty years, shaped the global economy and now that whole industry structure is collapsing.
Changing business dynamics, says Morris, will be shaped by consumer acivism, post globalism, sustainablity. Interdependence, interconnectedness, and transparency. A positive: the technology coming togehter with marketing and business means the world of advertising has changed forever.
There is an enormous opp for advertising. the platform wars are about the control fo the future world economy.   He notes that Tata, the Indian firm has 30k Web developers. "Everyone's worried about Google, but it's the consumers who have been released. The deer have guns."
Karl Greenberg writes about automotive, consumer-packaged-goods, sports, and travel for “Marketing Daily.” Prior to this, he was the automotive editor at "Brandweek" magazine. He was also the Internet advertising technology writer for "Adweek," and petrochemical editor at "Chemical Market Reporter". You can reach Karl at karl@mediapost.com.
