The technological evolution has changed significantly people’s lives around the world and influenced their habits. As an industry based on humans’ behavior, MarComm has never been more dynamic than in the last two decades. New communication channels and new ways to reach the consumer have come to light, bringing major changes in the communication approaches and allocation of media.

In order to survive all the rapid changes happening in each industry, but particularly in MarComm, it is essential to develop new skills like anticipation and being "on the move". Because a successful communication strategy starts with a deep understanding of the context.