Steve Hall is mad as hell, and he's not going to take it anymore. Actually, Todd Copelvitz is mad as hell and he's not going to take it anymore.
Take what? The posturing, postulating, procrastinating and procreating about the demise of the 30-second spot and the importance of things like addressable advertising and relevance.
Todd says that's there's only talk and not much walk, and puts it down to good old fashioned laziness.
His call to arms is to write a book about it (kidding) and...
,,,those of us who are willing to rethink how the pieces work owe it to ourselves to answer the call. Remake the face of the agencies you're at, if you can. If not, step out and start your own. Seize the moment. I'm more than willing to help.
Anyone interested? Seriously, anyone?
On one hand, one could argue that that's exactly what is happening with respect to the mushrooming of creative, strategic, media and marketing "boutiques" - including, but certainly not limited to - the likes of Strawberry Frog, Naked, Anomaly and Denuo.
On the other hand, Todd doesn't seem convinced that it's enough. He doesn't appear to be as focused on the "cause" (people not doing anything about it), as the "effect" (kicking the lethargic agencies' collective asses)
Take that!
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