It's not enough for clients to place ads in new media, they also must adapt to a "new marketing" model to secure the best position for their brands, according to Nick Brien, global CEO of Universal McCann. "If you are not the leader, you are going to lose your market share opportunity to a new competitor who is not encumbered by legacy mentalities or legacy business models or legacy agency relationships," Brien said in an address to an advertising conference in New York.

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