It used to be said that half the money spent on advertising was wasted (and no-one knew which half). Today, marketeers have a cornucopia of digital tools (social media, geo-location, data analytics, audience segmentation) that allow them to personalise messages, fine tune campaigns on the fly and track every impact of their work. The creative team can really let rip. But technology and legislation change fast; advertising and marketing teams must be up to speed with the implications of multichannel digital and out of home campaigns, cross-border promotions, data protection issues and protecting brand integrity online and off.