How has technology changed the advertising industry?
Daley: Technology has had an impact on the advertising industry in many, many dimensions: how we communicate with each other, within our agencies, the media options that are now available to us, the cost of production. But what will happen is an exponential impact in the next five to 10 years as broadband Internet comes online, interactive television becomes a reality and as 3D networks come to dominate, basically, the mobile world. And I think we’re then going to then have to look at the kind of content we produce, the nature of the people we employ and the length and form of commercial we put out there. CNN: What sort of challenges do all these sort of new mediums present to an advertising firm? Daley: I think there are significant challenges, in terms of technology adoption, and really understanding the potential of what we’ve always done. How can we create a brand relationship with consumers, on behalf of our clients, in this new digitally-enabled universe? How does that affect the
