The content - Strategic Planning in Advertising - Influencing Factors - Studies on the Development of the Communication Market - Business Models of the Future: Between Creative Consulting and Advertising Factory. Voices on the Book: Previous discussions about the future of advertising agencies primarily focused on whether and to what extent advertising agencies will evolve into creative consulting firms. The two authors thoroughly explore, supported by two studies, the direction in which the communication market can move. Marketing decision-makers receive insider information on selecting future-oriented agencies. The book scientifically and practically demonstrates which business models will shape the advertising agency market in the future.