Abstract: In the series of articles the author examines some new creative perspectives facing contemporary advertising after the first decade of the 21st century. He observes the subject from different points of view depending on the different participants in the process of contemporary brand building where the creativity is one of the key factors for success: advertising agencies; the business and clients of agency; modern consumers and their role. The author also examines current trends and challenges concerning various creative resources using by advertising agencies…
Keywords: advertising, advertising agency, brand, integrated marketing communications (IMC), creativity, creative process.
Rhetoric and Communications E-journal, Issue 7, January 2013, http://rhetoric.bg/, ISSN 1314-4464