"LONG LIVE THE CONSUMER"

A glimpse at the landscape: a market saturated with product messages constantly pitching for people's attention and fragmented by all kinds of media.

To this, add the fact that the internet and other communication technologies are giving the consumers the power to get information about whatever and whenever they want.
The result? The consumer has been crowned at last - all over the world, consumers have finally the power to compare, pick and choose as never before.

The big challenge according to the Economist is:
"With consumers becoming increasingly empowered, how can the marketing, advertising and communications firms that companies use to promote their products hope to get their messages across?"