In case you haven't notice, the rules of the old ad game have changed. Instead of a Darwinian evolution, the changes have been revolutionary.

With this in mind, I came up with what I call Mike Willard's New/Old Rules of advertising. So, buckle your seat belt, here goes:

Number 1: Charge when others are retreating. To me, this seems as obvious as rainwater, but some don't get it. In sports terms, it's easiest to score when others are off the field-like in a recession.

For advertisers today, it's the day-after-Christmas sale at Macy's. And guess what? Your competitors are on the sidelines.

Number Two: It is not how much you spend but how effectively you spend it. Think simple. Think local.

The Holy Grail of advertising is to create messages that drive people to action - not big budgets.

Number Three: Wean your marketing director off of those little 30- or 60-second movies on traditional television. They had a great 50-year run, but now it is time to put them in the bottom drawer.

No longer can the advertiser shout at the consumer. The advertiser has to tap him on the shoulder, turn him around and shake his hand.

Number 4: Advertising must not be afraid to realize its traditional role is changing.

The public communication disciplines are merging with changing times, and this is a good thing for advertisers and for advertising.

Perhaps someone should come up with another name for advertising, public relations and promotions. These days, they are all heading down the same highway in the same lane.

And finally, Number Five: Advertisers - not media agencies, not advertising agencies, not the varying channels of communication, and not PR agencies - are in the driver's seat.

Demand that your production be message-driven rather than a one-line joke funny only to a creative director. Demand simplicity, and you will get better production that delivers messages at less cost.

You are in the driver's seat-so drive.

I'm Mike Willard, and I AM the Ukraine Observer.