The shift in communication budgets in the UK from traditional above-the-line advertising media to new digital formats has been extremely rapid, reflecting the pace of change in technologies. By 2015 UK consumer advertising spend had reached £20bn for the first time, and over 40 pence in every pound was spent in digital media. In 2005 that figure was four pence. Such rapid growth has led to the fragmentation of media budgets across formats, and managers must now take account of the number of screens we use each day (and often at the same time) as well as the consistency and persuasiveness of the advertising strategy. Agencies need informed graduates well versed in industry practice, and this degree is distinctive in its conceptualisation and in its level of practitioner involvement which will help you to hit the ground running after graduation.