A look back and forward from Bruce Claassen

Increasing open-mindedness among clients toward trying innovative strategies is one of the developments that struck the CEO of Genesis Vizeum in 2007.

Bruce Claassen, CEO of Toronto-based Genesis Vizeum, saw some interesting and even surprising developments this year, and he’s already got some hunches about what 2008 will bring.

MiC: What trends did you spy in ’07?

‘Clients’ increasing open-mindedness to trying new and different things; the explosion of social networks as a major medium of exchange, communication, promotion and interaction among a growing scope of consumers; and the elevation of WOM as a significant marketing force.’

MiC: What surprised you this year?

‘That Zig won Media Agency Gold at Cannes, when they don’t even have a media department.’

MiC: What happened in ’07 that you applaud?

‘CRTC’s balanced and well-handled ruling on the CTV/CHUM/Rogers deal.’

MiC: What dismayed or worried you?

‘The continued disaster that is accurate measurement of online audiences and traffic.’

MiC: As for ’08, what trends or issues do you see on the horizon?

‘Four things: Mobile will start taking off; digital OOH will become an even bigger medium, particularly in-store; communication planning will start to be seen as best residing within media agencies; and the blurring of creative roles between media agencies, creative agencies and media vendors.’

MiC: What do you see as the next big opportunity?

‘The emergence of activation as a key component in all advertising/communication plans.’

MiC: What’s the next big looming threat?

‘Consumers taking full control of all in-bound communications. Google helps them do it.’