PRWeek asked a number of thought leaders to make bold predictions about the future of the marketing communications and media industries. Here you will find their responses.
GLOBAL
Bob Grove, managing director, Southeast Asia, Edelman
Asia just got infinitely hotter as companies seek respite from this global engine of growth. With that comes a magnifying glass of environmental and social scrutiny that will be unprecedented for companies to manage.
INFLUENCERS
Frank X. Shaw, president, Microsoft world account, Waggener Edstrom Worldwide
New influencers will rise and fall faster. We will need to be nimble in getting ahead of trends and identifying how audiences are receiving information.
PUBLIC AFFAIRS
William Murray, EVP of public affairs for MWW Group
The online age will continue to make the definition of "local" less clear - increasing the capacity of what traditionally might have been considered "outsiders" to impact local public affairs and public policy.
PR VS ADVERTISING
Steven Jones, EVP, GolinHarris
The days of the media buy are over. Public relations will displace advertising once and for all as the primary communication tool for brands around the world.
VIRTUAL AGENCIES
Kim Miller, managing partner, Tier One Partners
Sue Parente, Managing Partner, Tier One Partners, "Virtual agencies become more the norm than the exception - it's too efficient to ignore."
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