The new chairman for Scotland of advertising industry body IPA has warned "truly tectonic forces" are altering the way the sector functions.
Brian Coane, speaking at an event in Edinburgh, identified evolving business models and the pace of technological advancement as among the key factors driving change.
He said he hopes to champion advertising's contribution to the creative industries, spark imagination and innovation amongst those already in the sector and help attract the next generation of talent.
Mr Coane, who pointed out the creative industries employ more people in Scotland than the oil industry, believes advertisers have not always been good at highlighting the successes of their own companies to the wider public.
He said: "We must articulate the value we bring. To the Scottish Government, Scottish Enterprise and Creative Scotland."
Mr Coane also hopes to foster better interaction between all its workers, from account handlers and buyers to art directors and copy writers, to foster more creativity and collaboration.
An event with creatives from agencies across Scotland has been organised for later this month with IPA also working with Interactive Scotland on bringing different industries together.
Mr Coane further believes there is a need to make sure more people choose advertising as a career.
He added: "The more people who can talk positively about the talent in Scotland, the better. The more people who say they got good at what they do by starting here the better the reputation of our industry will be."
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