The online industry is built on the foundation of innovation - make it new, different, faster, and better. In contrast, the advertising industry predominately relies on the tried and true - the thirty-second commercial, the placing of ads during the daytime to reach Moms, and the use of bikini-clad models to sell beer. However, one agency is trying to be different by marrying the concept of innovation and advertising.

Marketers hope spam legislation, better targeting, and new technology will mean a brighter future for email.