18 EPILOGUE David Ogilvy succumbed to the blandishments of the publisher of Ogilvy on Advertising and wrote 13 predictions. In a similar spirit, here are mine. 1. TV will continue to be the lynchpin medium, albeit transformed. 2. The Indian ad market will be the most attractive in the world. 3. The mobile handset will become as important to the whole of humanity as the bedtime pillow. 4. “Content” will cease to be a dirty word and will increasingly distinguish brands that offer a service to customers from those which don’t. 5. WeChat will surpass Facebook. 6. Virtual reality will find a niche, but will not take over the world. 7. Top-notch writing skills will carry a huge premium as they decrease in supply. 8. “Pure play” agencies will wither, or become main plays. 9. Candidates for political office will continue to use dishonest advertising. 10. New Asian multinationals will create the world’s most dynamic brands. 11. The debate as to whether our business is an art or a science will carry on forever, without resolution. 12. A breakaway from Cannes will form, which is more purely creative. 13. The word “digital” will ultimately disappear.