From Asia★ What lies ahead for Asia over the next 40 years?

In October, the influential Asian advertising magazine Campaign Asia-Pacific celebrated its 40th anniversary by introducing experts' perspectives on the advertising industry's "next 40 years."

Martin Sorrell, CEO of WPP Group
An open and innovative attitude drives the global economy

Forty years ago, Asia was not even discussed. Now it is the most important market and will certainly drive global growth.
Western companies place the most importance on China. With the shift from saving to consumption, the importance of service industries, including advertising, will increase more than ever before. As China aims for qualitative growth, it will become more mature in the future.
Digital development is also important. The rapid spread of cutting-edge devices is creating tremendous business opportunities in Asia. Having skipped the PC era and entered the mobile era, Asia has a much deeper understanding of technological changes and opportunities than Europe and the United States.
Asia's standout feature is its growth potential. The differences in mindset and approach driven by this growth are decisive. People are generally optimistic, open to new ideas, and innovative. This is precisely what fuels global economic development.

Details at Campaign Asia-Pacific→http://bit.ly/1c0FKlZ
The next 40 years: Martin Sorrell remains 'a violent Chinese bull'

Diageo Reserve Brands Group
Managing Director James Thompson
Returns amplified by the birth of the 'New Silk Road' and technological innovation

In recent years, China has surged to become the world's second-largest economy, while India is growing at an equally impressive pace. As economic powerhouses, these two nations are leading the world. With the ongoing global networking of logistics and information, the next 40 years will see the birth of a "New Silk Road" extending not only across the Asia-Pacific region but also into the Middle East, Africa, and South America.
The rise of these emerging powers expands consumer choices and heightens their preference for luxury. This presents a golden opportunity for luxury brands. Premium strategies tailored to the needs of the ambitious new generation are highly effective.
Advances in digital technology now make it possible to track not only consumer preferences and purchasing behavior, but their entire activities. Further technological progress will bring unprecedented opportunities.
The emergence of the New Silk Road and technological innovation will dramatically transform the world. Business will become more complex, but the rewards should multiply many times over.

Details at Campaign Asia-Pacific→http://bit.ly/17j9DRh
The next 40 years: The emergence of a new Silk Road
 

PHD Worldwide
Mark Holden, Global Strategy & Planning Director
Accessing neurons in the cloud, sending ads directly to the brain

Technological advances have enabled extensive consumer analysis.
Forty years from now, analysis of information derived from more direct emotions—referred to as "SI (sentient intelligence)"—will likely become commonplace. Indeed, computers are already capable of reading human minds. Research into information inputs that activate neural networks to trigger thoughts has also been successful.
The astonishing technology of "borrowing" new neurons (nerve cells) is also highly likely to become a reality. Once neurons can be measured and stored in the cloud, a world will arrive where billions or trillions of neurons can be accessed via "2053 Wi-Fi." It will also become possible to send advertisements directly to the brain. Companies will compete by leveraging nanotechnology.
The possibilities are limitless. A sci-fi dream world could materialize, and we might become a "collective consciousness" drifting through an 11-dimensional universe.

Details at Campaign Asia-Pacific→http://bit.ly/1blUDBe
The next 40 years: More neurons, better brands