OMD Predicts: A new mindset and new media for the next generation

Looking at the trends in the regional and global economy, consumer trends, brands and media, the event offered strategies out of the downturn and advice to be better prepared for the future.

Besides imparting valuable information and insights, OMD Predicts also gave more than 250 marketing professionals the chance to voice their opinion by way of interactive electronic pads.

Mohammad Shakheel, economist and editor at the Economist Intelligence Unit in London, is expecting the MENA region to grow at a modest 1% in 2009 with no signs of recovery until next year. He named China, India and the Middle East and Africa as the emerging markets and main drivers of growth.

Aubrey Ghose, founder and CEO of ais>BrandLab, trendwatcher and author of a forthcoming book on the subject said:

"with the changing order will come new values, new paradigms and new persuasions that will guide people's spending decisions during the next decade."

Innovation was singled out as main persuader and according to his company's research, heritage, cultural, personality and 2.0 type brands will prove most popular.

Charles Wright, board director of branding consultancy Wolff Olins presented two sets of responses based on the depth of the recession, highlighting the need for innovative thinking. He also defined the attributes of Brand 2.0, one rooted in service and individual relevance.

Stepping in for OMD UK's futures executive director Jean-Paul Edwards, Dimitri Metaxas, regional executive director of digital at Omnicom Media Group, concluded the event by fast-forwarding the audience into a media world of the future beyond compare.

Describing how machines' computing power will overtake the human brain in 10 years time, he demonstrated how a new media world will challenge current conventions and radically transform how content is consumed.

"Technology and empowered consumers continue to be the two biggest drivers of change in our industry forcing us to relook at traditional advertising models and reconsider our communication services value addition based on the emerging new models," he said.

"One of the resounding themes from today's event is the importance of innovation," enthused Elie Khouri, regional managing director, Omnicom Media Group. "It has never been more critical and opportune to go beyond traditional approaches. What we saw today is that every facet, every element of marketing communications is impacted because consumers are deeply affected too," he said.

"This forum is about 2009 and beyond... and it is the 'beyond' that matters most," commented Shadi Kandil, General Manager of OMD Dubai.

"Life is not stopping at the events of late last year; in fact what's more important, is to identify the underlying effects for the years to come, the challenges brought about by the new world order, and more specifically the whole new dynamics that will govern the way marketing and communications will be practiced as we move forward.

OMD Predicts 2009 was produced in association with CNN, Yahoo and The Economist.