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Ad Agencies Urged to Embrace New Technologies B&C

Bill Koenigsberg, CEO of Horizon Media, said technology is transforming the marketing world at a rapid pace and urged advertising agencies to keep up with the changes, Jon Lafayette writes in Broadcasting & Cable.

"There are going to be a lot of big winners and there are going to be a lot of losers," Koenigsberg said Tuesday, addressing the American Association of Advertising Agencies’ Transformation 2011 conference in Austin, Texas. He described the state of media today, and marketing in particular, as “positive chaos.”

A major theme of the conference is learning how the agency and media businesses must evolve as technology enables consumers increasingly to choose how they consume content and how they interact with advertising.

Koenigsberg emphasized the opportunities the current landscape provides. "There never will be a more exciting time to be in this business," he said. "Think big and aim high."

Also sharing his thoughts was Keith Weed, CMO and COO of Unilever, who underscored the impact of digital technology--including smartphones, tablets and the proliferation of apps--on the way marketing is done. "You can literally make it up as you go along," he said.

"The biggest issue is complexity and fragmentation ... the amount of choice out there," Weed said, adding that the industry must rise to the challenge and "make it come together in an organized way."