Predictions, Hopes and Dreams on The Future Of Advertising

The industry will continue to form and re-form as it always has. The test of who’s getting it right at any given time should be creative effectiveness, not cost “effectiveness.”

Advertising itself may change in terms of how it looks and sounds and where it appears. But its mission will be the same as it has always been—to connect brands to the never-changing drives and obsessions of human nature. These include the drive to survive, to succeed, to belong, to be loved and admired and to take care of our own.