Towards Adasia 2011

How did the theme for AdAsia 2011 - Uncertainty: the New Certainty - come about? Madhukar Kamath: If you examine the events that have occurred in the global economy, you see that we are living through a period of flux. Change is an inevitable feature of this new world order and has been experienced across the spectrum. There have been changes in the marketing landscape and in the corporate world which has generated a great deal of uncertainty. There must be some degree of adaptability and acceptance towards them in order to capitalize on the benefits of these changes. Therefore, we decided to incorporate the idea of change in AdAsia 2011.