The shift in corporate management and spending over the last 18 months has created a domino effect that has impacted advertising and marketing departments, shrinking their budgets and shifting the way they approach projects.

Last month companies dropped millions of dollars on Super Bowl ads with fingers crossed their creation would be one buzzed about positively on Twitter, Facebook and Monday’s blogger news. The money spent on Super Bowl Sunday, however, is a unique splurge for the industry.

Due to the economy, agencies have been forced to break the traditional models set before them. In the traditional model, companies had large marketing budgets that allowed them to focus on design and cross their fingers for success and alignment with business objectives. This sometimes led to highly creative and winning campaigns, but often resulted in failed campaigns that left companies needing to start from scratch and develop a brand new campaign. This wasn’t a problem then, because marketing and advertising budgets were so large they could support failed campaigns and they had the money to spend on second or even third attempts.

It was inevitable that this frivolous approach to spending would collapse. With the current economic climate and the shift from traditional to new media, this collapse of traditional ways of doing things will continue.

In its place, we have seen a more strategic approach to advertising and marketing that has the potential to generate a much greater impact with audiences. The new face of advertising must lead with a strong business strategy, one that aligns with business objectives, long-term goals and a solid market position. Then, design teams need to execute winning creative content.

As more and more companies choose to move away from traditional media campaigns and cross over into new media campaigns, we will see (and are seeing) a major shift in how advertisers reach audiences, whether it’s through word-of-mouth, Facebook, Twitter or other social networking sites. The future of advertising is here… are you ready?