Year-end thoughts from Tony Chapman
The CEO of Capital C sees 'the continued globalization of strategy and creativity' as one of the negative elements that affected our industry in 2007.
Today’s year-end commentator – Tony Chapman, CEO of Toronto-based Capital C – weighs in on the year that was and the one that’s coming up fast.
MiC: What surprised you in ’07?
‘The strengthening of the Canadian dollar, the devastation that had on our export industry, and the positive impact it had on the Canadian offices that report in US dollars.’
MiC: What happened in ’07 that you applaud?
‘Any time that Canadian marketers and Canadian agencies have an opportunity to shape strategy and craft creativity for our marketplace, or marketplaces around the world.’
MiC: What happened in ’07 that dismayed or worried you?
‘The continued globalization of strategy and creativity.’
MiC: What trends or issues are you spying on the horizon in 2008?
‘Web 2.0 and its impact on every element of society; the need for left-brain and right-brain thinkers to not only co-exist but collaborate; measurement and return on marketing investment.’
MiC: What do you see as the next big opportunity?
‘Return on marketing investment. Capital will always chase ideas that can quantify return.’
MiC: What do you see as the next big looming threat?
‘A saturation of brands and the resulting commoditization as marketers, faced with me-too propositions, chase volume through pricing tactics.’