Speaking enthusiastically about the convergence of technology with advertising and publishing, Mr. Schmetterer philosophized on the absolute changes in our industry due to digital communications. He challenged marketers to readjust their mindsets and begin creating work for a one-to-one audience, rather than a mass audience. "There's now only one degree of separation between marketers and consumers," he repeated often in his speech.
Mr. Schmetterer predicted the industry will continue to see an onslaught of ad agency consolidation. Marketers are already looking for agencies to create tremendous global communications across all platforms, he said, which will cause agencies to increasingly link with strategic partners. He also stressed that as the Web continues to grow, so will its audience. And where there's an audience, he said, there most definitely will be advertisers.
Mr. Schmetterer urged and inspired attendees to think creatively and devise messages for individual consumers, a million at a time.
Copyright March 1997, Crain Communications Inc.