This page is for Academy Participants and Academy Graduates for courses in Zagreb and in-company training programmes within agencies, media owners and brands in Croatia. There are resources from the workshops that you can download and links to Academy Graduate services. Digital Training Academy has been helping teams in Croatia since 2005. The Academy is part of the Digital Strategy Consulting group, created by early leaders in the UK internet industry back in 2000. For additional support.

• Contact your Academy Manager or order additional certificates by email: AcademyManager@DigitalTrainingAcademy.com
• Ask your tutor a question: Follow the links below and post your questions in the correct online classroom for your Academy
• More about the graduate programme: http://www.digitaltrainingacademy.com/graduateprogramme/
• Further training? Email the Academy Manager or call +44 (0)20 7244 9661

On this page you’ll find links to support information for a few of the international digital marketing training courses we have run. Most of our international training and strategy work is in-company and confidential but on this page there are a few links to public courses. Each international internet marketing course is designed to the specific brief you set up. As well as internet marketing training, we can provide internet publishing training and a range of specialist internet training courses such as social media marketing, search engine training and internet business strategy.

The internet penetration rate has risen to 44% with over 2 million people having access according to HAKOM. The number connected grew around 11% between 2007 and 2008 and the amount of time per person is accelerating.

The rise in broadband users in Croatia, 2003-2008

The number of broadband connections has accelerated during the last few years. The late arrival of broadband in Croatia held the market back from the speed of expansion many of the European economies had seen. Now those conditions have changed.

Although the cost of broadband remains relatively high, it is clearly establishing itself as an important utility in offices and the homes of wealthier Croatians. During the next eighteen months it is likely that another step will come in reducing the price of broadband, fuelling demand further. Competition in the telecommunications market will also lead to faster broadband speeds. Together these improve the quality of the internet experience, creating a virtuous circle of growth.

Most popular websites in Croatia, 2008

There are strong national websites including portals, classified websites and the online footprints of newspapers, magazine and television networks.

As well as the global online search and portal sites, the rapid growth of strong national and regional media has fuelled consumer use of the web. The local language media also give advertisers a way of aligning their content to the right audiences in the right way to strengthen branding and consumer activation.

Internet users in Croatia grouped by age and gender

The internet remains a young medium in Croatia. Over 70% of those with access are under 40 years old and the web is playing an increasingly central role in their lives.

There is now an almost even split between the number of women and men accessing the web and email, and the highest adoption of internet use remains the 15 -24 year olds.

For the age group under 30, the web, email and mobile have become core tools of life, changing working behaviour and the way information is accessed and used.

The web is clearly a major - if not the leading - media channel for those with access. Quickly it has changed the lives and behaviours of those who have tried it. Within this, email is even stronger, changing the working culture both inside and outside the firm. Although the digital behaviour of senior management may lag behind their colleagues in Western Europe and Scandinavia, the Croatian market is changing fast.
Mobile is the most widespread of the new digital networked technologies, with a staggering 126% market penetration – many people carry a mobile for each network because of the high price of call tariffs between networks. For media groups and marketers SMS is established as a mass market media channel and it represents a powerful marketing channel when consumers have given their consent.
The internet has become an essential part of office life, and plays a key role in the homes of wealthy families. For marketers this means the web is becoming the channel of choice of the wealthy, which is why car manufacturers, travel firms, phone companies and consumer electronics firms have exceptionally strong opportunities online.
The number of people continues to rise, but so too does the time they spend online. As broadband access finally replaces the clunky and slow connections that held the market back, the experience of consumers leaps. This creates a positive feedback loop as more people are more engaged and ready for more activities.

Over the next 18 months the commercialisation of the market will be mixed, here’s why…

• Most brands currently don’t use the web to advertise so miss out on reaching many of their target consumers just at the moment when they are in the right mindset. For the brands that change their approach they’ll enjoy a loud share of voice and strong connections to their consumers. However many will simply continue this year with the same marketing strategy as last year, missing the opportunity to change and the cost savings this will create.
• For sophisticated online marketers there is no shortage of opportunity. There is a large amount of targeted advertising inventory available, with media owners able to offer greater precision by focussing the advertising impacts on the sections of their sites that match the right target consumer. Few media websites have sponsored sections, giving brands the scope to ‘own’ channels of content.
• There is also a clear passion and energy among the web publishers. Media groups such as Styria display an eagerness and enthusiasm to adapt to the needs of their advertisers in a way far more responsive than the Scandinavian and Western European markets at the same stage in their development.
• Marketers focussed on lead generation have the familiar range of pay-per-click tools from the global search engines, but there are also strong local alternatives. A good illustration of this is the contextual search business Xclaim that weaves advertising content smartly into the editorial structure of the text, giving consumers the option of an advertising message if they want to explore further. Like search it delivers the message just to the people who are interested, but unlike search it does not limit its reach to those actively looking: instead it takes the marketing message out of the search engine and back into the main editorial of a website. This is an advanced proposition for digital marketers who are looking for even smarter ways to use the new media channels and it’s revealing that in spite of the tiny market size in Croatia, clever advertisers are already applying it.

Congratulations to the latest group of graduates at the Digital Training Academy. Completing this intensive course puts the learners in an excellent position to boost the effectiveness of their marketing campaigns, both online and with integrated marketing plans. In this internet marketing training programme, the team explored how the online advertising process can work best, how to make campaigns more effective and how online can fit into the media mix.

If you joined us for the Digital Media Planning Academy in Croatia, then here is the place you can discuss issues with your tutor and other Academy participants. Is there an extra point you would like to make? Are there any new issues that you have discovered now you are applying your knowledge? Use this space to make your comments and to ask your questions. Try to include the title of the Academy Lesson that your question relates to (if there is one). Putting this at the start will help other participants find the topics they are interested in.

Click here to go the Digital Media Planning Academy Online Classroom.

Congratulations to the latest group of graduates at the Digital Training Academy. Completing this intensive course puts the learners in an excellent position to boost the effectiveness of their marketing campaigns, both online and with integrated marketing plans. In this internet marketing training programme, the team explored how the online advertising process can work best, how to make campaigns more effective and how online can fit into the media mix.

If you joined us for the Digital Sales Academy in Croatia - training lessons incorporated into FuturAd 2009, then here is the place you can discuss issues with your tutor and other Academy participants. Is there an extra point you would like to make? Are there any new issues that you have discovered now you are applying your knowledge? Use this space to make your comments and to ask your questions. Try to include the title of the Academy Lesson that your question relates to (if there is one). And remember you can download some of the lessons in the Digital Media Sales Academy, here: http://www.digitaltrainingacademy.com/digitalmediasalesacademy/

Click here to go the Digital Media Sales Academy Online Classroom

Most of us buying a new car go first to the web to research it. In some markets like the UK that’s been true for 10 years and it would be incredibly unusual to do anything else, but increasingly it’s the normal practice worldwide. We use search engines to find the sites with information, online car magazines to read reviews, online car databases to check prices, online blogs and forums to hear what other people think, and the car brand’s own websites to experience the look and feel. Yes, we still ask our friends in the bar what they think, we probably still see some television and outdoor advertising about cars, so traditional media still has a place.

Continue reading "Using the customer’s journey to replan a media campaign" »

In this year’s workshops in Zagreb we examined the strategic mix of media, looking for the optimal balance between television, press, radio, the internet and other media. Media planners and directors attending the Digital Media Planning Academy worked on case studies for a day to build a new strategic media mix. This intermediate level digital training course resulted in some very interesting media plans. Here you can download the final summary sheet.

What does great creative look like in Croatia? Here you can browse through some of our favourite online advertising running in Croatia. Some of the campaigns are global campaign ideas from global brands that have been localised to the market, while others are home grown for national businesses developed by leading agencies in Croatia. If you are joining our Digital Training Academies in Zagreb on marketing and media planning then you'll have the chance to explore these further and ask some of the agencies involved about how the campaigns drove business results and how 'big ideas' can be delivered in even the smallest of web spaces.

Click here to go to the casestudies.

Every year, wave upon wave of developments have raised the game, with new technologies and processes expanding the scope of what’s possible. Thousands of media planners have crossed over from traditional media channels, and everyone has had to learn the new techniques. The wider world of marketing continues to change and learning should be constant - this digital media planning training course gives you the latest thinking.

Continue reading "Zagreb 2009: Digital Media Planning Academy" »

Selling online advertising can be a challenge for even the best salesperson. New trading models, hundreds of advertising formats, unclear workflow processes, and the mountain of jargon: together they can undermine the confidence of a sales team and leave executives confused about what they can sell and what will work. For newcomers to the industry there’s lots to learn, and even for experienced sales executives it’s vital to keep up with best practice in such a rapidly changing market.

Continue reading "Zagreb 2009: Digital Media Sales Academy" »

Danny Meadows-Klue has been teaching online marketing for over a decade. He was one of Europe’s first online publishers, the co-founder of the UK and European IABs, and the founder of Digital Strategy Consulting and the Digital Training Academy. Here’s where you can download a summary of the key points from his Digital Training Academy classes in Zagreb.

Several people emailed to ask, so here it is... We created this Training Programme three years ago to help firms get their online businesses and digital marketing strategy right . The Academy centres around a packed day of lessons, but it also includes research we're giving you before, and time online afterwards to answer your questions. This classroom on is the place where we'll be hosting you questions and tutoring notes if you come to one of our full day Academies.

Find out why our training is world class and proven to create a step-change in the way teams work and the amount they achieve from their investment in digital channels. http://www.digitaltrainingacademy.com/learning/

If you're taking part in one of our Digital Training Academy courses to boost your skills and knowledge about the internet, web marketing, online publishing and digital media, then you will also be able to access our Digital knowledge and research services. You can access free samples of the materials, here: http://www.digitalstrategyconsulting.com/knowledge/

Introducing a simple framework for best practice in online advertising and media planning. We use this model to explain the relationship between online advertising, traffic and sales. The advertising process in digital channels mirrors what marketers know from classic channels, and by unpacking the advertising effect into a funnel that describes the steps from ad attention, through advertising persuasion to sales results, marketers can better see the role advertising and the web plays in generating increased business.

Download the lesson handouts | Upcoming public training events you can join | Digital Media Planning Academy | Ask Danny a question about his talk | Ask about in-company training

Styria Media International

Adrien Vellierd explains the way search engine marketing is about selling conversions. In Croatia there are three main search providers: Google’s AdWords, ETarget’s search and content network and the Xclaim contextual advertising targeting tool. Motoring, content websites, travel and finance sites are all big users of search engine marketing, but every website needs to have an optimisation strategy. Adrien explains why “successful search engine advertising relies on the advertiser understanding where their websites fit in the sales process”.

Download lecture notes

Contextual advertising is one of the newest formats of online advertising in Croatia. It takes the advertising message into the text of a web page, by using smart technology to automate the display of advertising links based on a keyword in the text of the web page. People who roll their mouse over get to see additional information or have the opportunity of a click to the brand website.

Continue reading "Case study: XClaim" »

There is a vast skills gap in the media and marketing industries. It's holding individuals and companies back. Online can be tough; impenetrable language, constantly changing technologies or suppliers, unclear business process and evolving models for trading. And the pace means that even if you were up to speed six months ago the game will have moved on. That's why we set up our programme of digital training academies; to provide top quality, jargon free, leading edge training to the future leaders of the media and marketing industries.

Learn more - Download 'What_training_can_do_for_your_company'

Here you can download some of the photographs from the training Academy in Zagreb. If you have more then email them in and we’ll publish.

Continue reading "Digital Training Academy: Croatia" »

We run more than 40 other Academies to help marketers of all levels of experience get the most from the internet and the new marketing tools. Go to the Digital Training Academy site to see our training offer or have a look at our Digital Public Access Academies to see what we're running this term, and email Academy Manager with the sorts of topics you feel your team could benefit from more help with.

Does your marketing actually sell your products? Do you give your customers what they need? Rebuilding your web, email and mobile marketing around the customer’s real journey cuts costs and boosts results.

• Why could cutting half your website be key to raising your sales?
• How can print, television and outdoor advertising be reduced and refocused to help customers buy?
• Why do so many marketing campaigns fail to achieve sales targets?
• In a recession, how do you reduce your advertising without reducing effectiveness?
• And when budgets are cut, how do you avoid cutting the wrong thing?

In his annual keynote speech, digital strategist Danny Meadows-Klue explains an approach marketers can apply to campaigns large or small, across both business to business and consumer marketing. His customer journey analysis will help you see which digital marketing is right for your business and which gets dropped. Apply his approaches to your classic advertising and watch your costs fall and your sales increase. Packed with practical tips that can be used straight away, conference delegates will have access to a guide to key principles.

We're delighted to be working with INAMA on this Digital Training Academy.
This online learning resource is where you can discuss the issues from your Academy and download the outputs of our workshops.

Your Academy Manager is Peter Mazurkiewicz: AcademyManager@DigitalTrainingAcademy.com
Your Academy Director and lead tutor is Danny Meadows-Klue: Danny@DigitalStrategyConsulting.com

Follow this link to go to the official FuturAd 2009 website.

We're delighted to be working with INAMA on this Digital Training Academy.
This online learning resource is where you can discuss the issues from your Academy and download the outputs of our workshops.

Your Academy Manager is Peter Mazurkiewicz: AcademyManager@DigitalTrainingAcademy.com
Your Academy Director and lead tutor is Danny Meadows-Klue: Danny@DigitalStrategyConsulting.com
Your Academy Commissioner in Zagreb is Mladen Mileusnić: Mladen.Mileusnic@inama.hr

Follow this link to go to the official FuturAd 2008 website.

If you joined us for the Digital Media Planning Academy in Croatia, then here is the place you can discuss issues with your tutor and other Academy participants.
Is there an extra point you would like to make? Are there any new issues that you have discovered now you are applying your knowledge? Use this space to make your comments and to ask your questions. Try to include the title of the Academy Lesson that your question relates to (if there is one). Putting this at the start will help other participants find the topics they are interested in.

Click here to go the Online Classroom.

Click here to go the Digital Marketing Academy Online Classroom
If you joined us for the Digital Marketing Academy in Croatia - training lessons incorporated into FuturAd 2008), then here is the place you can discuss issues with your tutor and other Academy participants. Is there an extra point you would like to make? Are there any new issues that you have discovered now you are applying your knowledge? Use this space to make your comments and to ask your questions. Try to include the title of the Academy Lesson that your question relates to (if there is one). And remember you can download some of the lessons in the Digital Media Planning Academy, here: http://www.digitaltrainingacademy.com/mediaplanning/

Click here to download Pogodak.hr casestudy.

Post your comments in the Online Classroom.

Click here to download Xclaim casestudy.

Related materials:
Click here to see the site with Xclaim video ad.

Post your comments in the Online Classroom.

Danny Meadows-Klue reflects on the FuturAd 2008 conference and how far the Croatian media industry has developed in just twelve months. With social media, contextual advertising, widgets and the latest toolkits from around the world all being talked about, he sees this as a market that will be doubling every year to 18 months. "Today was a great day for Croatian internet marketers. 250 of the most digitally savvy gathered for the region’s largest internet congress, to see examples of best practice, the models that work, and get a download of the latest training in digital marketing".

Continue reading column...

The first Digital Media Planning Academy in Croatia was at an advanced level. It covered this syllabus: Customer insights, Segmentation, Setting objectives, Creative impact, Site selection, Format selection, Targeting techniques, Trading models, Reach and frequency, Scheduling, Measurement, Optimisation, Brand impact, Marketing effectiveness, Trends in online.

As part of the Digital Media Planning Academy in Zagreb, the Digital Training Academy and INAMA invited the research team from Gemius to present some of their insights into online marketing and media selection. In workshops we took a live case study and researched which sites we could plan it on. The group selected luxury automotive brand Mercedes and picked a target segment of older 50+ males to see whether the web could be a useful medium. This is a highly educated and upmarket audience, and quickly we found where they were on the web.

Visit www.gemius.com for more information and to learn about how online panel toolkits and planning tools can help build out the effectiveness of your media planning.

The “Dove Silky Collection” advertising campaign ran from July 31 –August 19, 2003. It was one of three modules of the Dove campaign to boost brand image. The first wave was advertising and then mailing of product samples. The third wave of online activity was researched and tracked by Gemius to explore whether there was a significant brand effect through the exposure to the online work. The campaign aimed to reinforce the image of Dove cosmetics and their new product lines, and as you’ll see from the research, that’s exactly what it did. This research was circulated by Gemius (Croatia) at the Digital Training Academy in Zagreb. Gemius also gave us a research study from Pomelo that you can download as well.

Download Dove research | Download Pomelo research

Ahead of all our Digital Training Academies we want to get you thinking about the issues and get up to speed on the research and the state of the industry. That's why we've have placed here some materials that you can read through before the Academy begins.

Download Digital Insight Report

In this space we're listing things from the Academy that we feel 'Rock' in online advertising, and things that, if we're honest, 'Flop'. By helping our clients harness the rocks and steer away from the flops they'll produce more powerful communication and enjoy even better results. Remember, it's still a new media for many people and this can help marketers make smarter decisions...

Go to the 'Rocks and flops' page to share your views!

Is there an extra point you would like to make? Are there any new issues that you have discovered now you are applying your knowledge? Use this space to make your comments and to ask your questions. Try to include the title of the Academy Lesson that your question relates to (if there is one). Putting this at the start will help other participants find the topics they are interested in.

Enter the Digital Classroom

Usernames and passwords will be provided for participants.

Digital Training Academy in partnership with INAMA and ICPE is a comprehensive induction to online marketing

You can accelerate the performance of your team straight away, helping your organisation grow faster and raising staff retention. We help build their knowledge and skills in digital media and marketing, shifting their attitude, and aligning stakeholders behind shared goals. Our public access courses are woven around your strategy, delivering training that has immediate impact and long-lasting effects.

Istog trena možete ubrzati performanse svojeg tima, te pomoći svojoj organizaciji u bržem  rastu i povećati stopu zadržavanja suradnika/osoblja. Mi pomažemo izgraditi njihovo znanje i vještine u digitalnim medijima i marketingu, mijenjanjem njihovog stava i postavljanjem zajedničkih ciljeva prema ključnim osobama. Naši otvoreni tečajevi upliću vašu strategiju, te tako osiguravaju trening koji ima trenutni utjecaj i dugoročne efekte.

Prijavite se za Akademiju odmah – kontakt: Sunčana Oršić
tel: +385.1.4812.685 mail: conference@icpeducation.com

Find out more - Download digital_marketing_academy_overview_4.7.pdf

Digital Email Academy in partnership with INAMA and ICPE will help you build successful email campaigns that increase your sales.

Email is the most powerful relationship marketing tool you have. It can maintain bonds with customers and draw them back in a single click. From the entry to your website, to the customer service channel after the sale, email is also one of the most flexible tools around. Get it right and your whole business changes. But harnessing its potential takes time and skill. Technologies, processes and best practice are all changing fast and last year's knowledge is no longer good enough.

Email je najjači vezujući marketinški alat koji postoji. Može održavati veze sa klijentima i privući ih natrag sa samo jednim klikom. Od ulaska na vašu internet stranicu do sredstva odnosa sa klijentima u postprodajnom procesu email je također jedan od najfleksibilnijih alata koji postoje. Ukoliko to radite pravilno vaš cijeli posao će se promijeniti. Ali za iskorištavanje njegovog potencijala treba mnogo vremena i vještine. Tehnologija, procesi i najbolji primjeri iz prakse se mijenjaju iz dana u dan, tako da znanje iz prošle godine više nije dovoljno dobro.

Prijavite se za Akademiju odmah – kontakt: Sunčana Oršić
tel: +385.1.4812.685 mail: conference@icpeducation.com

Find out more - Download digital_email_academy_prospectus_4.5.pdf

Digital Media Sales Academy in partnership with INAMA and ICPE will help website advertising teams sell online media space more effectively

Selling online advertising can be a challenge for even the best salesperson. New trading models, hundreds of advertising formats, unclear workflow processes, and the mountain of jargon: together they can undermine the confidence of a sales team and leave executives confused about what they can sell and what will work.
For newcomers to the industry, there's lots to learn, and even for experienced sales executives it's vital to keep up with best practice in such a rapidly changing market.

Prodaja online oglasnog prostora može biti izazov i za najbolje prodavače. Novi modeli prodaje, stotine oglasnih formata, nejasni poslovni tokovi i gomila žargona: zajedno mogu uzdrmati samopouzdanje prodajnog tima, a management ostaviti zbunjenim što je uopće moguće prodati i što će funkcionirati. Novi pripadnici industrije imaju puno za naučiti, a također i za iskusne prodavače je od vitalne važnosti držati korak s najboljim metodama na ovakvom brzo mijenjajućem tržištu.

Prijavite se za Akademiju odmah – kontakt: Sunčana Oršić
tel: +385.1.4812.685 mail: conference@icpeducation.com

Find out more - Download digital_media_sales_academy_short_course_outlines_4.pdf
 

Digital Search Academy in partnership with INAMA and ICPE will help you get better results from using search engines in your marketing strategies.

Getting your products found online can be like asking your customers to find the proverbial needle in the haystack. Search engines are key to your business and our one day orientation gives you all the basics you need to get started in effective search engine advertising and marketing. You'll get to grips with the mechanics of search, pay-per-click advertising and the basics of search engine optimisation. It's your fast track to being able to make informed decisions about when, where, and how to harness the power of search engine advertising. It concentrates on the essential knowledge you need, gives you a framework for the future, and delivers practical tips your company can use straight away.

Da vaš proizvod ili uslugu mogu pronaći online može biti isto kao i da tražite klijente da pronađu iglu u sijenu. Internet tražilice su ključ vašeg poslovanja i naša jednodnevna orijentacija vam daje osnovu za početak efektivnog oglašavanja i marketinga na internet tražilicama. Moći ćete se konačno uhvatiti u koštac sa mehanizmom traženja, plati-po-kliku (PPC model) principu oglašavanja i osnovama optimizacije za internet tražilice. To je vaš brzi vlak kako bi mogli donositi osnovane odluke gdje, kada i kako iskoristiti moć oglašavanja na internet tražilicama. Koncentriramo se na osnovna znanja koja su vam potrebna te vam dajemo okvir za daljnji razvoj i odmah vas upućujemo na praktične savjete za vaše poduzeće.

Prijavite se za Akademiju odmah – kontakt: Sunčana Oršić
tel: +385.1.4812.685 mail: conference@icpeducation.com

Find out more -  Download digital_search_academy_prospectus_2.pdf

Digtal Community Academy in partnership with INAMA and ICPE will help you build sustainable online communities.

Suddenly every web publisher wants a community on their site. Web 2.0 has washed over the industry like a tidal wave, but building the software is only the starting point for building a community. In Digital's Community Academy we look at some of the most vibrant communities and explain the rules and structures for creating successful communities. We look at why and how members belong to communities and what you as the architect need to do to make this work for your sector. This combination of hands on practice with the underlying theory will put you and your colleagues in the right place for developing your own online communities over the year.

Odjednom svaki web izdavač želi zajednicu na svojoj stranici. Web 2.0 je preplavio industriju kao plimni val, ali izgradnja software-a je samo početak izgradnje zajednice. U Akademiji – Digitalna zajednica ćemo napraviti pregled nekih živahnih zajednica i objasniti pravila i strukturu kreiranja uspješnih zajednica. Radimo pregled zašto i kako članovi pripadaju zajednicama i što bi vi kao arhitekt  trebali napraviti da to funkcionira u vašem sektoru. Kombinacija pregleda prakse sa pripadajućom teorijom će postaviti vas i vaše kolege na pravo mjesto za razvoj vlastite online zajednice kroz nadolazeće razdoblje.

Prijavite se za Akademiju odmah – kontakt: Sunčana Oršić
tel: +385.1.4812.685 mail: conference@icpeducation.com

At the conference we gave you an introduction to some of the lessons from the Academy. Here is the place you can ask your questions and discuss issues with your tutor and other Academy participants

Is there something you wanted to know more about? Is there a question you have? We promised to take one question from everyone at the conference and answer it here.

Remember that if you would like your tutor to respond you must write in English. The classroom is open until the end of February.

Here you can download the training handouts to go with Danny Meadows-Klue's talk at FutureAd 2007, Croatia's first internet marketing conference at the Westin Hotel, Zagreb, February 2007.

These lessons are taken from our Digital Marketing Academies and you can book tickets for the full day Academies here in Zagreb.

Download digital_training_academy_getting_started_in_online_marketing_3.2 for distribution.pdf

Here is new research from the UK about the massive growth in internet advertising. The internet is bigger than national newspapers and takes more than 12% of total advertising. Here there are some interesting data from Nielsen showing that online display spending rose 25% in 2006. A good day for the internet industry, especially if we compare the figures with other media: only national press and outdoor recorded growth whereas the other markets slumped (TV by 6%, regional papers by 11%). Read more in MediaWeek  Online display ads up  by 25% in 2006

Online advertising is changing the nature of marketing. This is happening across the world, but here in Western Europe we're seeing some of the trends that will eventually spread worldwide. In our latest podcast feature Richard Eve interviews Danny Meadows-Klue about the study and asks where the industry is today and where it is heading.