Advertising agencies are experiencing new changes primarily due to the ever exploding media. They have to combine all media to create advertising of the future. People in this field have already embraced social media and are still learning how to utilize these systems effectively. No one knows what the next technological leap might be. An inclination towards adaptability and flexibility is also requisite to achieve the desired results. Another big transformation is in ad agency and client company relationship. It has become more interactive. Companies have become more responsive towards their target customers and are willing to listen to them. They want their ad agency to play the role of a dynamic bridge between them. Nowadays consumers blog about a product or services or post their reviews on Internet. . An ability to listen to the customer, develop a campaign and grasp the effect are needed skills. There is also a dire need for excellent time management and multitasking abilities. Creative and Account management departments are often working on several campaigns at a time and should relish the experience rather than feeling overworked- because enjoying every minute of creation is the soul of this field.
Creative department should apply their intellect to the use and development of technology applications. The next few years from now will see the advertising business growing with new media and marketing taking hold. In a vastly different communications landscape rising to the challenge would change old processes. The advertising agencies of the new era would be sensitive to client and industry demands and constantly revamp their services.
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