It's NICE In 2007

Last year I found myself in a few blind-alley conversations that became quite tricky as it slowly dawned on me, and the poor individuals involved, that some underlying assumptions were going untested. Broadly, they fall into three areas where, to my mind, the marketing industry has changed to the point that things are now NEW.  So next time you and I hook up for coffee and start feeling frustrated let's just stop, breathe - and check the foundations.  Firstly, the INFRASTRUCTURE of media has undergone massive change. As illustrated by the fact that a young chappie can record some footy skillz and release them to an appreciative audience of 2.5 million people - for free.  Secondly, the CULTURE of media has changed to the point that laws are starting to creak under the weight of people's desire to remix and share.  As perfectly demonstrated by The Grey Album.  And thirdly, the ECONOMICS of media is morphing.  As in Google's astonishing balance sheet: $10bn revenues; 75 per cent growth per annum; 60% gross margin; market cap of $154bn.  Almost ten times bigger than WPP.  Giving me a NICE acronym to shortcut any frustrations in '07...