Media must catch up to social culture:

03/3/2010 | Mediaweek

Marketers need to focus on tapping into social media and the synergies it makes possible, 4A's Transformation 2010 conference attendees concluded Monday. "Innovation [in the social media] needs to be part of your culture. Consumers are transforming faster than we are, and if we don't catch up, we're in trouble," says Deep Focus chief executive Ian Schafer.

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