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Back from Mobile World Congress in Barcelona, our experts share their views on what the tech-fest means for advertisers

Mediatel’s Future of Brands conference – which ran in London for the second time earlier this month – launched in Sydney yesterday in association with Ebiquity, with over 100 leading brands amongst the 250 delegates.

Bob Wootton assesses the global economic outlook and how it is impacting the media and advertising sectors closer to home. Plus: Why messing with the ABC is a big risk for publishers.

Partner content: What do you think your next job will be? If you’re aged over 40 and work in media or advertising then it might be safer to be thinking about your next career, writes Arif Durrani.

Daniel Fox-Evans has been named group creative director London, overseeing RBS, Shell, Diageo, and Pepsico.

Mediatel understands that some publishers, led by the News Media Association and Newsworks, want to open industry-wide conversations about the use of ABC as a planning and trading currency after the launch of PAMCo last year.

More 18-24 year olds claim to trust brands than trust the Government, the media, the church or influencers, signalling a potential opportunity for marketers to connect with younger audiences.

Havas’ preposterous ‘meaningful brands’ report has no real world meaning, writes Dominic Mills. Plus: an alternative view on why the competition regulator is investigating Global’s Exterion deal.

The former boss of Dentsu agency Carat has been promoted to president of global client solutions, a newly-created, group-wide role at the advertising network.

Heather Andrew explains the brain-tingling appeal of Oscar-nominated film trailers – and how other advertisers can learn from the tactics deployed.