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CONCLUSION


	With competitive pressures increasing, advertising agencies need to look for breakthrough ideas that grow the business and provide a high return on their marketing investment. Advertising communications in the era of digital media not only allows, but requires integration of strategy, content, and distribution. They need to focus on providing a specific solution for an individual client’s needs. This solution will weave a strategy through a creative concept and tailor it to a precise venue.
	Today, when strategy, content and channel cannot be separated, agencies will strive to transcend function and incorporate the importance of the visual and interaction into their client’s work. Functionality has become multi-dimensional. Function now embraces psychology, and emotion and is expressed through the narrative of design. Technology simplifies our lives but it isolates us at the same time it connects us. Design will define who each company is and who they aspire to be. To become relevant again in the age of the Design Economy, agencies will need to transcend functional advertising and focus on visual and interactive advertising.
		Agencies need to root their business model in a passion for curiosity, which should ultimately lead to innovation. They need to explore needs, opportunities and insights in order to ground or base the innovation in consumer or end-use needs and desires.
	The advertising industry needs to fundamentally reinvent the way they do business given the emerging marketplace realities: the emphasis would have to be on the product and on the value creation. The times are changing rapidly. Investing in interactive advertising is a necessity due to the fact that the amount of homes with internet access is increasing and that more and more consumers are able to have cell phones, particularly with color screens and text messaging capabilities. Agencies must continually think of innovative ways to reach the consumer so that their advertisements are remembered. CONTINUE