Why being 'right' about the future of media isn't everything

Omnicom Media Group’s head of futures Phil Rowley has recently joined The Media Leader‘s stellar list of regular columnists. His debut column argues that predictions can still be highly useful even when they’re wrong.

Rowley speaks to Omar Oakes about the science of predicting, whether predictions are getting harder and whether brands are becoming more conservative when it comes to innovation in media and marketing.

Of course there is a lot to say about what’s happening at Twitter under the rule of Elon Musk, as well as Meta’s huge investment in the “metaverse”.

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