So, while the advertising industry is in the midst of profound change, it’s hard to be certain about the form that it will take in future. There’s good reason to be optimistic, rather than pessimistic. Firstly, as we saw earlier, the proliferation of digital platforms means that there are now more canvases for creativity than ever before. And secondly, recent discoveries in psychology and behavioural science have highlighted how human decision making – in any context – is often unconscious or non-rational. As a result, the range of problems where creative communication can offer a solution is wider than ever previously realised.