Make the most of the medium.

The article presents several views of executives on creativity issues in online advertising. While there is more creative work around, it is easy to spot among a mass of mediocrity. However, as more people truly accept the value of this medium, standards and knowledge will continue to rise and clients will seek to apply these lessons to their own campaigns. Whether it is brand awareness or response-driven, clients want their online campaigns integrated into their online work. Although a few agencies have advanced in their use of online, many still only see the medium as an added extra rather than realising the potential it offers for targeting a young and affluent audience. As with any media, agencies should focus on thinking about creative ways to engage consumers and encourage them to interact with a client's brand. Creativity must also be judged on the strength of an idea and the value that idea can add to the business. Most online advertising is still a mixed bag, but genuine creativity is starting to arrive. When part of an integrated campaign, every online advertisements should feel part of that broader idea, but this is no excuse for not pushing the creative opportunity that have been given.