Joe Warren, Senior VP-Group Planning Director UNIVERSALMcCANN, NEW YORK

 Joe Warren muses that the business of advertising used to be about creating impact—stopping consumers in their tracks through interruption. Now consumers have access to anything, anytime. Consequently, advertising is less about disturbance and more about meaningful interaction, or good content working with good context, the senior VP-group planning director at UniversalMcCann, New York, likes to say. He adds that on an international scale, advertising must become a “team sport”as no one individual can ever embrace the constant evolution of new media or the fast rise of new markets and first-time, younger consumers.The aspect of innovation he aims to employ is in building a worldwide team that is driven for success, works on a “test and learn” basis, and celebrates victories.As few as six or seven people in major markets can make a noticeable difference in the success of a global brand, particularly when team members have a balance of skill sets and areas of specialization in addition to specific geographic understanding. For a client like Intel that built a legacy on coop advertising,Warren sees great merit in spreading the risk of testing the new through “co-marketing,” that goes deeper than co-opt since it involves sharing the cost of anything from product development to events to in-store promotions.