Hasta La Creative!

In 2009, I helped the London International Awards define a new category to reflect how advertising was evolving outside of traditional media. It grew from a desire to move things forward, because nothing inspires different kinds of work like new award categories.

We created the “New” category to look for generative mutations — ideas that could create new types of advertising and new roles for the agencies that midwife them. And things did change in response to the incentives categories like the “New” created. Unfortunately, in the wrong way.

Agencies that didn’t understand technologies, or consumers, or culture, created endless “prototypes,” or worse, fakes.

Continue reading at AdAge.com