London

On the eve of the 40th anniversary of the IVCA trade body, the strategic MAPCOM conference draws together key stakeholders to map out the future for the industry. "The industry is in great shape, but the need for best-practice has never been stronger", Wayne Drew opens the annual MAPCOM conference for the digital communications industry at London's Lewis Media Centre. Senior clients are explaining the challenges of how they tender projects and how they measure effectiveness. "We're working with the DTI to explain how communications directors generate value for their firms", a report is heading their way to recommend change after the conference. Another key element of the IVCA agenda is the need for a code of practice. Themes for the future - information, empowerment and cooperation. Papers available from conference organisers.