IAB Engage 2012: How brands from Twitter to Tesco are managing the shift to digital

Joseph Clift

An overview of presentations at IAB Engage 2012, a digital marketing event attracting tech firms (Twitter, Google and Microsoft), media owners (the Guardian and ITV), clients (Tesco and easyJet) and agencies (AKQA and Ogilvy).

IAB Engage 2012: How brands from Twitter to Tesco are managing the shift to digital

Joseph CliftWarc

In 2005, when the Interactive Advertising Bureau (IAB) first held its annual Engage conference in London, digital communications accounted for around 6% of UK adspend. But in 2012 this proportion has soared to around 30%, according to the IAB's own figures.

Unsurprisingly, it was the massive impact of this digital shift – both in the work marketers actually produce, and in the way ad agencies and advertisers are themselves structured – that formed the major theme of this year's Engage...

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