There are changes afoot that all of us in communications need to confront. So do those who report on our sector. The biggest change of all is the need to stop thinking of competition between television and online, or between above the line and below. We should think instead about collaboration, cooperation and integration, and the significant results that we can achieve together.
The UK has a well-developed model to achieve 'good', however motivating Millennials to become great will be hard without change. We have 46 Olympic sports but to get to 60 Gold medals, most incremental medals will come from 'outside the model' (such as new sports like Snowboarding). How refreshing to witness a UK sports think tank engaging with how to achieve that. It made me proud to be British.
With 194 marginal seats in the UK, needing only a 5% change in behaviour for them to switch allegiance, the party that has utilised effective online marketing campaigns targeted at voters in these constituencies could have helped provide a deciding factor in these last couple of weeks of the campaign.