Drawing on the experience and vision of more than 200 experts in the United States and Canada, this book analyzes the impact of trends that cut across the entire industry and cites a number of case histories to illustrate how different firms handle challenging questions and opportunities. Provides insights on a wide range of topics: creativity, the audit and problem solving bases of objectivity, new research designs, client relations strategies and client-side perspectives, relationships with advertising agencies and much more. Originally published by Longman in 1987.