Digital, digital, digital. Among the many things this pandemic has shown, the need to develop a digital presence took centre stage and demonstrated how some brands have probably been clinging onto their real-life, physical origins for one year too many.User Experience and UI Design may be the future of the advertising agency, with businesses worldwide expected to spend trillions on digital transformation projects. Where do we go from there? Are UX and digital engagement/interaction going to take over the creative crown and dominate Adland? What’s the future of customer engagement, and most importantly, what is the future of traditional ad campaigns?