Mark Hunter, CEO Molson Coors and President of ISBA, recently delivered a keynote speech at the IPA Members’ Lunch on Wednesday 21st April 2010.

In his speech he argues that transformational change is required now in the marketing communications industry to ensure that clients and agencies maximise the opportunity for brilliant and effective work.

In summary, he believes that there are eight areas that in combination, the response to which by the agency word could lead to transformational change for the industry:

-the changing role of consumers
-ownership of the strategic agenda
-the relevance of the line – ATL/BTL/TTL
-open sourcing for ideas
-the impact of digital
-outcome based compensation
-new advertriser-media owner relationship model
-increased pressure on overheads

He also identifies five opportunity areas for clients to address to help create an environment in which this transformational change can take place:

-invite agencies into your world
-clarify purpose (what, who and how)
-work at the relationship
-set and stick to best practice
-address the emergence of procurement functions

We couldn’t agree more!

To read the whole speech, click here:

Posted Thursday 6th May 2010