I envy the youngsters in our Creative Department, and not just for their carefree lifestyles and their perfectly functioning prostates.

When I started out as a copywriter, many years ago, we worked on press ads, posters, radio and TV commercials. And that was it.

These days, it’s not so much that the goalposts have moved. It’s more like they’ve become so gapingly wide open, they now span from corner flag to corner flag. Evolving technologies have turned the world of marketing upside down and inside out. It’s like living in a giant Research and Development department in which countless new ideas are being tested every day. A creative playground, if you will.

The digital age of awesomeness can be an intimidating place for a dinosaur like me, but there’s no denying that creative opportunities lie under every stone. Digital is no longer a job for specialists – it’s simply part of a new creative landscape that’s accessible to all of us.

This is certainly being reflected in the wide variety of mould-breaking work that’s emerging week by week: filmed stunts, ambient messaging, fully integrated PR campaigns, spoof PR campaigns, social experiments, brand-owned media events, customer advocacy, interactive digital, mobile marketing…. The list goes on and on.

I’ve picked out just a few examples of outstanding and effective creativity from this new era that perfectly demonstrate the point. All very different from one another and all a million miles away from the 30 second TV spot that I was brought up with.

One thing to say, though: even though it’s like the Wild West out there these days, I’m glad to say all these examples show that the same basic rules apply that were in force when I started out. Good communication, no matter what the medium and the technology, still depends on a strong and simple central thought, brilliant execution and an abundance of consumer engagement.

Take a look through the case studies and, if these are anything to go by, I think you’ll agree it’s impossible to predict the kind of creative delights that lie in store for us all in 2012.

What new challenges and opportunities do you think face creatives in 2012? What are your favourite examples of brands making creative use of new concepts in place of traditional media?