The AdForum Worldwide Summit, attended by search consultants and agencies from around the globe who share best-practice learning’s, is held annually in New York. This year, swift digital transformation was a key trend under discussion. Most speakers urged agencies to help their clients embrace the digital revolution and find ways to make life simpler for chief marketing officers (CMOs). Attendance at the summit is by invitation only. Johanna McDowell of the Independent Agency Search & Selection Company was one of the delegates this year. There is no doubt that companies and brands that predate the digital revolution and have not yet transformed are struggling. Fortune 500 companies that have failed to change have stopped growing, while technology has opened the door to a new crop of companies that provide asymmetrical competition – think Amazon competing with Wal-Mart, or Airing with physical travel agencies. Marketers are building more in-house capabilities, which are creating toug...

Subscribe now to unlock this article.

Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).

There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.

Cancel anytime.

Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.

Speech Bubbles

Please read our Comment Policy before commenting.