4.1 Creative industries and the future of economy4.2 Globalization as a risk and opportunity4.3 Creativity at the core of the advertising practice4.4 Journalism and PR: from media relations to brand journalism4.4.1 Journalism and public relations facing a threat of mistrust and misinformation4.4.2 Citizen journalism4.5 PR and graphic design4.6 The art of persuasion4.7 Integrated Marketing Communication (IMC)4.8 Boundaries between disciplines blurring in the digital environment4.9 Convergence of marketing, advertising, and PR4.10 Content creation using hybrid techniques4.10.1 User-generated content4.10.2 Developing influencer relationships4.10.3 Interactive advertising4.10.4 Native advertising, sponsored content, digital storytelling, advertiser-funded media content, and transmedia branding4.10.5 Sponsored content, branded content, and content marketing4.11 Implications from an ethical perspective4.12 Creativity awards4.13 Adapting to a changing contextReferences