It's an interesting phenomenon this. Big gun creative directors always tying themselves to the mast of the new media. How many times have we seen a heavyweight creative directors, from a significant shop, pontificate about the ineffectiveness of general advertising. How they are taking their agency into the future, getting rid of the advertising writers, designers and art director and replacing them with digital experts. And, generally making a big deal of everything they think of but advertising.
I guess it seem to them that they're remaining current and then able to bring their clients the latest and greatest. Maybe it's a more personal need to stay on the leading edge. Maybe it is just short attention spans.
But, does it ever occur to them and their agency chiefs, that the primary revenue generator for the agencies is still advertising? That making ads is still the primary commodity of the advertising business?
I don't know, but if I were running one of the holding companies, I would get all the big gun CDs of each of the operating companies to make a big deal about the vitality of advertising.
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