Speaking in the closing minutes of the Marketing Society Conference, Ian McAllister CBE, chairman and managing director of Ford UK, predicted that more of his company's spend would go on "direct, tailored communications".
He said that consumers would increasingly turn to digital media which allowed them to "drill down" into information and become "in many cases, better informed than the sales people in the retail outlet".
"Traditional agencies will still be around," McAllister said, "but they will need very different skill sets."
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