LOUISE BOND PHD
On the biggest issue facing media
There are multiple ways you could approach this question, but I’ll focus on one thing in particular. We all know that what we do is becoming more and more complex every day. As a consequence of that, the resource and talent we’ll need is going to be quite different in the future. Everyone’s talking about tech, data and marketing sciences … and these disciplines will become core competencies. They’re no longer nice things to have around the outside. They’re now core to agencies. What’s really hard about that is that we are a service industry and that whole kind of client ethos that many of us who have been in the industry get and understand isn’t as familiar to the sophisticated specialist group of people who haven’t come out of that environment.
On strategic objectivity
The strategy capability that sits over everything in terms of understanding a business problem is becoming really important. If you ask a social specialist what the answer is, they’re going to say social; if you ask an SEM specialist, they’re going to say SEM. So you need that broader smart strategy along with having strong digital and tech capabilities.
On kickbacks and rebates
We need to keep an eye on it. Without a doubt, there have been scandals globally, but we’ve never
