Santiago de Chile: Some of the world's biggest advertisers,speaking at the Annual General Meeting of the World Federation of Advertisers (WFA) in Santiago de Chile, have identified the key challenges and potential solutions in today's rapidly changing media environment. The explosion of media channels, media fragmentation and the consequent need to tailor messages to a newly empowered consumer requires what Bernhard Glock, Manager Global Media and Communication, Procter & Gamble, labelled - holistic, welcomed communications - in order for companies to be effective in communicating with the consumer of the future. To an audience of over 500 from over 25 countries, he outlined the four key principles on which to base future campaigns: holistic marketing, breakthrough connections with the consumer, industry collaboration and effective measurement. ++++ www.wfanet.org ++++