I'm in the same industry. Let me tell you, you got three choices while to you're doing web work. You can bite the bullet and work for the devil ie, coke, pepsi, ATA&T, Wall-Mart. A lot of my "collegues" do this and have brainwashed them selves to making it seem just. The next option is too live off the scraps but do the right thing for good organizations. The final thing is too over charge smaller companies but always keep lieing to them telling them your work will make them rich. Yes, two evil options and one good option...did I mention there is a fourth?
The fourth is get REAL creative, think of some thing extra small a category of life that a lot of people have an interest in but theres no real good advertiseing for. Then learn the most up to date fancy web technology you can, ie "Flex, Flash, AIR." Be the first person to make this industry good looking and funnel all the attention in through the company of your choosing. That's what I do, take nothing, make it every thing but no where down the line am I working for any corporation that I find to be evil.