As an industry, we have only just begun to scratch the surface of social media.There’s a revolution in the air, and a pseudo-science to describe it that leavesmany of us searching for a better understanding. The tech-savvy creativesamong us are leaping to experiment; strategy people are living in the‘planosphere’; new ways of thinking and talking are emerging.There’s a lot of hype, but less understanding of the reality.This publication aims to bridge the digital divide between the old and new worlds. It seeks to make sense of social media with reference to both old andnew communication models and, in so doing, provide common ground fordebate and collaboration. As media convergence really begins to take hold, and brand owners seek tointegrate social media into their overall communications strategy and plans, itis incumbent on agencies to help them navigate this new reality.In so doing, we will also arrive at a clearer understanding of social media’slikely impact on marketing and agency budgets, structures and services, and
nd it easier to take effective action.
We can also identify new business opportunities for agencies beyond brandcommunications, where insight, planning and marketing database skills can be applied to reputation management, listening and monitoring, new productdevelopment and e-commerce. We are delighted to be partnering with the Future Foundation for a secondtime, on this most constructive research and consultation programme.
Moray MacLennanIPA President and Chief Executive, M&C Saatchi Worldwide