This is the BBC.

In this edition of the bottom line, we're looking at an industry that's in the middle of enormous disruption.

Advertising.

Hello, welcome to the programme.

Unsurprisingly, we often find ourselves discussing how some industry or other is being disrupted by new technology.

And today's programme fits that pattern because we're going

to think about advertising and how it's changing. It's a bit of a caricature, but one might think

of a golden age of brilliant, funny, well-directed, artistic ads, the sort of production that

Ridley Scott could build a career on before moving on to blockbuster movies like Blade Runner.

These days, it's different.

A media consumption online is less linear than broadcast television viewing.

Ads have had to adjust.

Social media has changed everything too,

and data has become more voluminous than ever and more important.

Micro-targeting Cambridge Analytica style?

Is that the new skill that's needed?

Or is the old school talked about creative ad

still the best way to build a brand?

Well, perhaps my guests can answer some of these questions.

Two of them are stalwarts of the great advertising decades of the past,

while the third is from an internet marketing platform that is growing quickly.

Let's meet them now. First up is Sir John Heggaty, creative founder of Bartle-Bogel Heggaty. John, the ads that your company is most famous for.

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