Whatever Shiny New Thing may come along, the key elements of effective,
cost-efficient advertising remain the same. That would be strategy,
copywriting and art direction.

You know, creative thinking.

Because whatever combination of channels you're using - the web, mobile,
print, broadcast or something else - you have to get people to pay attention
to whatever it is you have to say. You have to start with an idea.

And that, boys and girls, is where the creativity comes in.