The paralysis of possibilities

For at least the last decade, we have been promised a future dramatically different from the staid, regulated world in which 80% of any firm’s marketing communications budget was spent on advertising ...

The paralysis of possibilities

Those 70 or so words still need agreeing television is unquestionably important but the news is in what has been laid on top of that activity. The future has arrived in a tidal wave of communications possibilities, but it is not clear how prepared companies and their various agencies are for the choices and decisions this massive explosion in potential requires. This special feature explores what the communications world looks like today and what action it requires.

Martina King, European head of Yahoo!, describes how the internet is finally fulfilling the promise of...

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