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1、MEET US AT THE NEW INTERSECTION OF MEDIAConstant adaptation is a reality of our current times,the continual need to react,adapt,and respond to unparalleled change in our world,our industry,and most importantly in ourselves.In a world reshaped by numerous crises,we have seen human interaction,digital

2、 behaviour,and consumer habits fundamentally shifted.With nervousness about the future the overwhelming feeling in societies globallya,and with 86%of global leaders believing that both positive and negative digital change will be the longest lasting change the world we seeb,the digital world holds t

3、he potential to completely reshape how we move forward as a global community.Whether this shift is permanent,remains to be seen.This pace of change in our lifetime has given focus on a need for availability,accountability,and sustainability across media and yet has also borne witness to the reimagin

4、ing of what media could be.At iProspect,we have seen a new intersection of media emerging.Media has become the intersection of culture,content,data,and technology.With digitally native brands accelerating growth at this new intersection at triple the rate of ecommerce overallc,we see that this new i

5、ntersection of media allows for possibility,innovation,and change.Brands must examine the fundamental shifts in how they operate,organise,and ultimately transact.A greater emphasis on ecommerce has radically changed brands relationships with consumers,with 73%of consumers continuing to use newly dis

6、covered purchasing channels and brands from the past yeard,brands must focus quickly on both the experiences that they build,and how they target these new consumers.It has brought a fundamental shift in how advertisers and agencies must organise ourselves,what skills we use,and how we do business.In