Advertising

What is the relevance of digital only agencies in a world where any agency worth its salt is now digital first? It’s a question that has been thrown our way on a number of occasions, mostly by multinational agencies focussed on increasing their market share. So we thought we’d try and find some answers.

   “As the question implies, it’s not about the ‘only’ but rather about the ‘first’,” says Tim Baker, managing partner of AKQA MENA. “Consumer demand dictates that digital will certainly play some role (and often the …

Advertising

Professor Lucy Atkinson teaches Sustainability Communication at the University of Texas, the highest ranked institute with a specific advertising program in the USA. With her extensive research into green marketing, she has developed a worldwide reputation as one of the leading specialists in the field and she discusses this new hype in marketing, which carries so many different trendy names.

Green, greener, greenest seems to be the marketing communication credo these days. Not to mention 'inclusive', 'transparent' and in general, 'social'. What's behind all that?

'The younger consumer is behind it. Thanks in part to social media a generation has …

McDonald’s changes media agency for the first time in 20 years
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