Jeremy Bullmore, a non-executive director of WPP, gave a speech to Kraft executives in 1972 that could easily be given again today, for the themes are universal.
Here’s a small slice of what Bullmore, Creative Director at JWT/London at that time, said:
The consumer “doesn’t absorb messages: he responds to stimuli.”
In other words, every ad, regardless of the medium, needs an interactive component.
If you’d like receive the full text of Bullmore’s speech in your inbox, let me know and I’ll send it to you.