Communication in a Competitive International Environment: Trends and Expectations

This article begins with a few highlights of the changes now taking place in our environment. I shall address the issue of appropriate response to those changes from the point of view of an advertising agency. My thesis will be that agencies must help: by anticipating the future more precisely, by reacting more quickly, by maintaining an uncommon amount of flexibility in their structures and in their capacity to analyse, by understanding the altered implications for communication and persuasion more completely and, consequently, by better serving the more proactive thrusts of their clients.