Marketing people need to understand the key drivers of media market and the
implications for marketing communications of emerging consumer media behaviour
trends. This knowledge leads to more profitable brands and services.
Media Sales people need to know how best to market their medium to agencies and advertisers in the changing environment in order to remain relevant and to grow advertising sales.
Media Agency people need to be experts in the craft of their business and to understand how they can harness emerging trends via better media strategies and
plans for their clients. This will help in new business too.
Creative Agency people need to keep up to date with the media landscape as well as important emerging media behaviour trends in order to best advise their clients and to help create relevant and impactful advertising.