VIEWPOINT: This changing world ..

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

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