"Embracing the Change in Digital - Looking Beyond the AdTech"

By Sergio Borzillo & Rowan Sullivan, Reprise EMEA

Apple, Amazon, Alphabet, Microsoft, Facebook, Alibaba. What do these six companies have in common? Firstly, they’re all tech companies with four out of the six being pure internet based companies. Secondly, they all didn’t exist at the start of 1975. Microsoft, the oldest of the bunch, was founded in April 1975 with Apple following them a year later. Thirdly, they are the largest six companies in the world by market value.

Individually, they each operate with a market capitalisation higher than the GDP of Belgium, Ireland, Thailand, and Nigeria respectively. Together, their market capitalisation would place them as the 4th largest economy in the world, behind the United States, China, and Japan.1 Simply put, they’re dominant. However, there’s one thing that is obvious from the last ten years, and the hundreds of years before then. Things change.

Change is the one constant we can rely on. It keeps our lives and cultures dynamic and forces brands to adapt or be forgotten. Only 12% of the first Fortune 500 companies from 1955 still appear in the Fortune 500 today, meaning 88% have either gone bankrupt, been acquired, or dropped from the list. It’s disruption in action.

It’s also clear that disruption will continue. Just as the arrival of the internet provided the framework for four of the six largest companies in the world in 2018, the next big tech revolution will bring another round of creative destruction. What that revolution will be to trigger it is uncertain – Artificial Intelligence, Quantum Computing, or even Blockchain could spark it – but all brands need to be ready for it, to avoid padding the 88%.

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