Jody Farley, 25

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It can be a challenge to think outside the box when the box is expanding every day.

But young people like Jody Farley, who graduated this spring from the School of Visual Arts in New York, won't be deterred even if marketers are less than eager to embrace new ideas.

"The hardest part is to think of new ideas," Ms. Farley says, but agency creatives have to move beyond traditional ads "even if that's not what [marketers] want; we think of it anyway and we'll show it to the client regardless of if that's what they want." In fact, she adds, "sometimes [advertisers will even] like it and go for it."

Part of the problem may be a general decline in the agency business perceived by SVA instructor Jeffrey Metzner, an agency veteran who worked at Doyle Dane Bernbach in the 1970s. Advertising "used to be fun and creative," Mr. Metzner says, but today it's ruled by research and other "faux science."

Also, people don't want to read anymore, Mr. Metzner contends, and they say, " `Just show us the pictures.' ... I'm trying to make advertising where words are not the most important thing."

Ms. Farley, as a fledgling creative and a veteran consumer, likes guerrilla marketing. Guerrilla tactics "reach people more than just reading a print ad on a more personal level," says the 25-year-old, who's spending the summer as an intern at Y&R Advertising. But she still believes there will always be magazine and newspaper ads.

"The best thing any advertising can come away with in reaching this [ideal 16-to-25-year-old] audience is for a person to think this brand is cool," says the 64-year-old Mr. Metzner. "But what is cool changes from year to year."

As that box expands.

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