Since the end of the 20th century advertising agencies have become increasingly specialised. What role does the advertising agency have in forming the campaign from conception to finish? It is not the messages put into advertisements that are important, it is the reaction to the messages that stands between the success or failure of the campaign. Creativity has always paid a huge part in humanity, but is it significant to successful advertising? Globalization has an impact on the way companies advertise. The commercial benefits of global advertising are indisputable and will grow in the future. What does the future hold for advertising?