What has advertising become?

Yesterday Adweek confirmed what we’ve been saying since we started: we are Professionals in the Industry Formerly Known as Advertising (ahem, you know, that line on the front of our website.)

Creativity is too important to be constrained to an ad brief, and media formats change too quickly to make media decisions first. The options are endless; this business has become á la carte and what works for one brand won’t work for all.

The struggle to be creatively unique is ever-present, yet always possible.