Advertising and media are standing at a crossroads, faced with the need for transformation.

There are three key areas where I see change taking place this year, some are inevitable, and some of these our industry is in desperate need of.

While I know my posts can sometimes be lengthy, this one has clearly gone to the extreme with LinkedIn’s character limit having none of it.

As a result, I’ve posted a few thoughts on the year ahead for media and advertising in an article you can find below.

Advertising as an industry, has been around since the 1950s when the first TV ad was released in the UK.

There’s been quite an evolution since then, with new methods, channels, and tools used to keep brands at the forefront of what’s possible.

But the playing field we now find ourselves in is very different from the pre-digital era. Where consumers used to be exposed to a handful of brands and adverts through TV, Radio, and Print, there are now thousands of brands in each industry vying for the consumer's attention.

Advertising used to work simply because it could gather enough attention.

Now the need to leverage creativity and make difficult strategic choices about how to allocate time and money has never been greater.

Read it hereA year of change within advertising.