"For those who work in advertising, simply being fascinated with the future isn't enough. We have to glean insight from it and process it and wrap it up in a bright shiny message that sells this incrementally better future to the rest of the human race (or, at the very least, our target market), brought to you on behalf of Brand X. [...] Of course this has never been an easy task. But today, for a number of reasons, advertising the future, and the future of advertising are more difficult and complicated propositions than ever. Because today, not only do advertising people have to fully understand and market the past, present and future of their brands, more than ever they must have a thorough grasp of the seemingly infinite changes that are shaping the future of their industry. This includes everything from the rapidly evolving media landscape to the constant emergence of new messaging delivery vehicles to the very ways in which creative and strategic ideas are developed, shared and created anew."