M e d i c a l A dvertising E vo l v e s 1 \. courageous client great advertising will not be seen." Today, clients are faced with a multitude of marketing issues that advertising and promotion cannot answer. As a result, many clients now rank advertising agencies lower on the scale of what's important for a brand's success. It is the medical advertising industry's job to reengineer our offerings, creating communication innovations so compelling that the agency becomes a client's indispensable business partner. If this is done well, clients will take ownership in the agency's ideas, thus solidifying the client/agency relationship. Even in today's complex market and economy, confounded by industry consolidation, there are plenty of good clients looking for answers. Many of Medicine Ave 2's advertising examples are testaments to courageous clients who are willing to innovate alongside their agency partners. Together with our clients, we must continue to create work that captures our customers' imaginations. In doing so, we will serve ourselves, our clients and our industry well. Be courageous. 19
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