The Creativity Challenge

Abstract

ABSTRACTThe advertising landscape has experienced dramatic change over the past several years, as consumers spend more time online, have more control over traditional advertising vehicles, and chose to create and share their own content. As a result, some advertisers are evolving to a confluence culture where traditional methods of work must adapt to embrace the new reality of interactive content, emerging media, and production/consumption methods. In this essay, we show how agencies like 22squared and advertisers like CNN are finding new ways to connect with consumers and build their brands. Implications for professionals and educators are provided.