The Creativity Challenge: Media Confluence and Its Effects on the Evolving Advertising Industry
Kim Bartel Sheehan and Deborah K. MorrisonUniversity of Oregon
INTRODUCTION
You cannot open Ad Age or Adweekthese days without finding bold evidence that significant changes face the advertising industry. Some of these changes are good: interesting new work, innovative partnerships, big ideas that show what advertising can do for brands. But after more than a decade of such evidence, we also know that there are downsides to these changes: brands floundering in digital space, layoffs in agencies large and small,...