Ad Age this week features an interesting point-counterpoint between Rance Crain and Scott Donaton over whether the ad industry needs to refocus on its tradtional media roots or embrace new forms of advertising. Both columns are accessible from the Ad Age home page.
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I like Steve Hall’s take on this:
“While it might be fun to tear each of these viewpoints apart, it’s not warranted because they are both right. Traditional media isn’t going away, it’s just changing. New media isn’t the answer to everything, it’s just mirroring people’s changing media consumption habits. They are both right because they acknowledge that great creative (the art part and the thinking part) is the glue that holds together successful advertising. Without it, no delivery channel, old or new, matters.”