Procter & Gamble (P&G) Global CEO has announced they would moderate their advertising budget, which increased 8% last year, by moving to a marketing mix that focuses on digital."

"P&G's ad spend budget growth had to stop somewhere and it's true that the cost of a TV ad could produce a hundred online spots."

"In this digital 'always-on' age, where consumers constantly engage with your brand through the web and social media, fixed-life campaigns have lost much of their influence. Brands can no longer control the message and the 30-second TV spot risks becoming irrelevant."

"Harness the power of data, navigate the digital landscape, build engagement and relationships with customers and leverage the new opportunities presented by data driven digital marketing."

"Media is now centre-stage on brand strategy involving both brand development and brand building. Digital is fast changing marketing thinking. Data has bombarded a lot of science in marketing which mean creative is on the sidelines. Meaningful data and daring creative is the way forward."

"The fast pace of the digital age has changed planning from a strategic role to one of tactical, reactive campaign management. Real-time planning means brands and agencies need to be ready to manage a series of engagements, not just a single campaign. With new tools, the agency has an understanding of consumer interest that will help to shape its thinking early for subsequent executions in the campaign."

"Today's communications professionals have the ability to reach a global audience with a single Tweet. But so too your biggest rivals. It very much is a published or be damned world we live in. In the always-on world of social media communication core editorial skills help brands build successful engagement with their target audiences and community giving them information that is useful, informative and entertaining."