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A look back and forward from Bruce Claassen

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."

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