If there is one thing I learn about the constantly changing industry, it would be the rise of digital and social media. As we all know, mobile phone and social media has already become a fundamental part of our daily lifestyle. Traditional media such as TVC and prints are nowhere near as effect as they were 10 years ago because people are simply not watching them nearly as much as they used to. As Tim Evans has stated in his interview, mobile advertising is one of THE area that his team will focus at; coming from the largest digital agency in Australia I think it's fair to assume this is because it has the largest potential.
From the interview, research and what we learned in this program, I would say the way to deal with changes is to accept it, study it and become part of it ASAP. It is always important, especially in this industry to become a leader and get your name out there. For example using Facebook as a media channel was not something that would be included in a media plan 4-5 years ago. However, the first person that started this method would have became leader and dominated the market, atleast during the initial stage.
So my take on changes is not to go against, but go with the flow as soon as possible. In terms of impact, it is too early for me to predict what area of advertising will I fall into, but it would be a great accomplishment if I can one day become the innovator to start a trend within the Advertising world. For example the use of Facebook and Twitter as a marketing tool.