The broadband industry needs to develop standards if it's going to fulfill its promise, attendees were told June 22 at the American Advertising Federation's annual conference in Las Vegas. Neil S. Cohen, founder and chief marketing officer of Campsix, San Francisco, said there are too many competing products. "We need leadership in the area by the industry," he said. Another presenter, Charlie Rutman, exec VP-managing director of Carat
, New York, predicted there will be a renaissance of creative boutiques on the agency side and companies will develop staff positions such as "message managers'' to oversee marketing communications. Mr. Rutman also said media shops will soon be developing positions similar to those of agency account planners to bring more consumer focus into decisionmaking.
Copyright June 2000, Crain Communications Inc.