Adapt or die? Findings from the IAA's Future of Media event

Stephen Whiteside

This article reports on the International Advertising Association’s Future of Media event, held in February 2010.

Adapt or die? Findings from the IAA's Future of Media event

Stephen WhitesideWarc

The global media industry was already in the midst of a profound transformation prior to the economic downturn, as the growth in scale and reach of the internet revolutionised the attitudes and behaviours of both consumers and advertisers. The onset of the recession, however, escalated these trends, further reshaping popular preferences, and causing advertising revenues to plummet.

Against this backdrop, the International Advertising Association's Future of Media event, held in London in February 2010, aimed to ascertain the possible trajectories of the market going forward, from...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands