Mobile technology will dominate in 2013, with over 4.5 billion mobile users expected. Agencies will need to adapt to this mobile world by integrating brand management, innovative media buying, and consumer research across departments. Creatives and account executives will both need to understand new media and foster relationships on social networks. While traditional media still has a place, new media is here to stay, so agencies must decide now how to seamlessly integrate brands without constant bombardment in order to build trust and avoid annoyance by 2013.