DULUTH, Minn. -

There’s no doubt technology has changed everything about how we read, watch, television, and learn about the world.

John Adams is the former CEO of The Martin Agency, one of America’s biggest advertising agencies.

During a guest lecture on campus, Adams says to students at UMD that marketing is the most fun part of business, and advertising is the most fun part of marketing.

He says tech devices we use every day are just one reason that consumers have become part of the advertising process.

“You now have the opportunity to become an architect – in a small way – the architect of a brand. The story of that brand,” Adams said.

Adams attributes the use of social media and blogs to an increase in consumer participation in advertising and marketing.