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The secret to building timeless brands? Evolution, says new WFA chief

Technology can increase the impact of marketing, addss new World Federation of Advertisers president Raja Rajamannar

Singapore

THE fact that consumers all over the world are plugged in to their mobile devices and social media platforms around the clock has opened up a "completely new playground" for marketers and advertisers.

"Technology, when used wisely, can really enhance, evolve and increase the impact of marketing," said Raja Rajamannar, the newly appointed president of the World Federation of Advertisers (WFA).

The Brussels-based association - which was founded in 1953 and currently has offices in London and Singapore - is a trade association for multinational advertisers and national advertiser associations.

Its 6,000-plus members from 16 different industry sectors collectively represent around 90 per cent...

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