And so to the 17th video in our Ad Vision series of interviews leading up to Cannes Lions 2011!
Today’s insight comes from Calvin Soh, Vice Chairman and Chief Creative Officer at Publicis Group. We turn our focus to Asia for a micro example of a global challenge facing agencies – how do you monetize digital? According to Soh, in Asia, advertisers continue to invest primarily in what's familiar -- print media and traditional forms of advertising. While the momentum around digital is alive and growing, we won’t see rapid digital adoption until agencies develop a business model that incorporates its broad application.
His thoughts on the challenges of brands joining the burgeoning conversation with consumers online via social media echo one of themes we've heard over and over again in this series. Marketers need to take a risk with digital, get out of their comfort zone and test its capabilities if they're to uncover it's true potential.
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