Agencies still at the forefront of creative advertising

The single biggest challenge to the advertising industry is the fast approaching interactive TV, not because of the increases in the number of stations but because consumers are, for the first time, in total control of their viewing patterns.

Advertisers should eventually be able to reach viewers according to individual viewing habits and tastes.

Agencies still at the forefront of creative advertising

Graham Kerr, Maher Bird Associates, argues that agencies are still in the best position to exploit the digital, interactive future

The proliferation of new media opportunities, the cornucopia of TV stations and the dawn of an age of information gatherers have all taxed marketing directors and their cohorts to the full. Advertising agencies, too, have had to adapt and evolve readily, quickly and succinctly to the changes thrust upon them. To date they have proved themselves worthy adversaries. However, probably one of the greatest challenges to the ethos and practicalities of...

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