VIEWPOINT: This changing world ..

<p>The process of advertising in Asia-Pacific has changed dramatically </p><p>over the past 18 months and there are those in the industry who wish for </p><p>the "good old days" when television and print was what it was all </p><p>about. </p><p><BR><BR> </p><p>It goes without saying that the changes sweeping the landscape have </p><p>mainly been the result of the Internet invading our lives and luring us </p><p>to establish parallel lives in a cyber universe. </p><p><BR><BR> </p><p>Marketers have been quick to exploit the frontiers of this new world - </p><p>signages, pointers, TVCs and many other advertising devices litter the </p><p>world of virtual reality on a massive scale. </p><p><BR><BR> </p><p>Agencies are suddenly agonising over how to cut through the clutter and </p><p>new phrases such as "mobiltorial" and "packet loss minimisation" are </p><p>springing up faster than you can say "stop". </p><p><BR><BR> </p><p>In the real world, it's not much different; streets, newspapers and </p><p>magazine, television and radio channels are full of ads - far more than </p><p>ever before and, in the case of outdoor, in places you never thought </p><p>possible. In Hong Kong, for instance, ads are even stuck on MTR train </p><p>seats. </p><p><BR><BR> </p><p>The changes have meant that mindsets have changed as well. </p><p><BR><BR> </p><p>The latest Morgan & Banks employment survey in Hong Kong underlined this </p><p>with its finding showing that innovation and creativity were key </p><p>attributes that today's employers are looking for in an employee (see </p><p>also page 44). </p><p><BR><BR> </p><p>Translation: being highly-qualified probably won't cut it anymore; it's </p><p>all about how you can help the company grow in real terms and within a </p><p>specified time period. </p><p><BR><BR> </p><p>The MEDIA-CNBC Asian Advertising Industry Industry Poll (see also page </p><p>34) added to that with the finding that clients are placing an </p><p>increasing emphasis on Internet marketing. </p><p><BR><BR> </p><p>This is despite news that dotcoms both in the region and in the West are </p><p>laying off people amid a gradual deflating of the Internet bubble. </p><p><BR><BR> </p><p>So for those who are wishing for the "good old days", they will be in </p><p>for a long wait because they will be up against a new breed of </p><p>advertising professionals - innovative and creative people who will </p><p>create yet new ways to market such as three-dimensional 360 degree </p><p>integration; but whatever new comes along, it is a sign of this world </p><p>becoming more crowded and complex. </p><p><BR><BR> </p>