For a long time many believed that there would be an automatic adjustment and counted on a rapid increase in the wages of the emerging nations on our advances in technology and the costs of transport preventing disruption. But this reassuring analysis is out of date.
In fact I argue that the future of advertising whatever the technology will be to associate each brand with one word. This is one word equity. It's the modern equivalent of having the best site on the high street except the location is in the mind.
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The demographic weight of countries such as China and India exercise a massive pressure on our wages and salaries. They have accomplished massive technological advances and the revolution in information technology has reduced the costs of transport.
