« Revolutionary development of information technology dramatically changes the landscape of the whole advertising industry. Modern audience is no longer passive viewer anymore. They are freely zapping through the multi-channeled media environment, which is cluttered with information, content and choices. Today we need the ideas, which are able to brake through the clutter, attract people’s attention, entertain and engage audience. Plus able effectively deliver message by various media channels. In order to create such a work we have to revise the approach of the agency work, establish new expertise, processes and structure. For advertising industry it can be a big opportunity and big risk at the same time. I do hope that the Meribel Cristal Festival can be a good platform to share best practice, nominate best works and promote best talents. »

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