1. Stephen Whyte, CEO of Leo Burnett, observes that Marshall McLuhan may have had his .......... when uttering his much-quoted statement, "Advertising is the greatest art form of the 20th Century".

2. You can dispute whether or not advertising is art, but there is no .......... that advertising is big business.

3. Advertising's global landscape is changing constantly, as agencies and holding companies consolidate to achieve international clout and economies of ..........

4. Media, telecommunications and electronics are converging to become one giant industry, illustrated by powerful .......... such as the merger between AOL and Time Warner.

5. Media expansion causes problems for advertisers, but it also presents new opportunities by increasing the possibilities for effectively targeting individuals, rather than taking a .......... approach.

6. Of the three central roles — account manager, planner and creative — only the account handlers manage the relationship with the client on a .......... basis.

7. The account manager is the .......... of the wheel — someone who organises the agency team of account managers, planners and creatives.

8. The planner's role is to find the most .......... communication strategy and develop a real insight into the relationship between the brand and the consumer.

9. The creatives are the brilliant executional thinkers, working in teams made up of a copywriter and an art director to develop the planners' ideas and think up ads which will give brands a strong competitive ..........

10. We develop relationships with possible future clients, even though sometimes it is years down the line before something .......... it.