The communication market is Today living epocal changes, in a global way and not only in the Italian system. Up to date media are born by new technologies,and with them, till now unknown using modalities are coming on the market. Only few years ago, words like: Dvr, Tivo, Vod, mobile TV, podcasting, weblogs, advergaming, advertisement or branded integration did not exist. In Italy but also abroad, where the “made in Italy” has enormous unexpressed potentialities; values as quality and design that are the credibility basis of our brands on foreigner markets, should have their superlative point in the creative ability of whom communicate them. If the creativity in communication is the real competition levers brought ahead by our professions, it is as much true that this as to be rightly paid. On the other hand, the crazy rush at the lowest price that lately has illicitly taken roots everywhere, does not allow us to work with quality and efficacy and prevents customers to obtain a result that will disappoint their expectations. It is a tendency that has to be stopped in everybody’s interest.