study they shared with us how,  because of the new digital consumer that exists, they were forced to re-think the way they approached marketing. Via a two-phase process (research community, followed by live consumer co-creation program) they managed to develop and execute a wildly successful global consumer engagement campaign that involved consumers from over 50 countries, as well as super-stars like Madonna. It's clear that the risks that they took in trying new techniques paid dividends in terms of Smirnoff brand equity scores. In the final speaking slot of the session, mavericks Veronica Merino (Coca Cola, USA) and Patricio Pagani and Javier Quiones (Infotools) shared their story of how a new approach to brand tracking was required to overcome the increasing global challenges the brand faces. The case study was an action packed story, with a very clear message: to date the research world has been somewhat shielded from the global effects of the digital revolution. However, the landscape is changing and we have to proactively react by taking on brave and fresh new personnel and by experimenting with new techniques. My view : it surprised me how self-conscious the research industry has become about its image and the need to be seen as more innovative, enterprising, and cool. I think it's about time that we did start being a little bolder: if researchers are to retain our strategic position in an increasingly global and digital business it's imperative that we start to act this way. ESOMAR. 65 years. And