Advertising: Brave New World?

About nine months ago, a handful of us involved in the advertising and marketing industries volunteered to ‘take the bull by the horns’ and see if we could make something of what was initially an initiative by the Institute of Practitioners in Advertising to scope Scotland’s ‘marcomms’ – marketing communications – sector.

The consultants report – by Ekos* – that came out of that decision was to prove a real eye-opener. More importantly, it was to be a catalyst for action, providing robust data on which to build a strategy.