Harold Mitchell has argued that the next 150 years will be dominated by "Womenomics" as society experiences a significant shift in its decision making.
Speaking at the Advertising, Media and Marketing summit in Melbourne, the executive chairman of Mitchell Communications Group, noted the increasing influence of women and their growing role in society in a talk entitled 'The next chapter'.
"We have been in the hands of men for the last 150 years - the next 150 years will be more female focused in the way products and services are developed,” Mitchell said.
In a wide ranging speech on the future of the industry, Mitchell said most successful media agencies will not be media agencies “as we think of them today but communications groups who advise on strategy”.
Mitchell said that strategic planners will move towards a more holistic view of advertising to offer “totally integrated and unbiased solutions”.
Mitchell argued that agency integration will create stronger companies with more powerful insights and services. He predicted that “very big changes are going to take place”.