The world has changed. There are far more choices but less time to sort them out. This wasn't true just 20 years ago when we had more time and fewer choices. Our disposable income had far fewer ways to get squandered, so if something cool and innovative hit the shelves, we'd find a way to pay for it. Back then, highly profitable advertising agencies figured out how to satisfy almost everyone's needs.
But the game has changed: It's now all about satisfying our wants. Regardless of the economy or world affairs, there's always something new that we want. And that means more messages, more competition, more confusion and less solutions.
With this in mind, who do you want doing your advertising? Traditionalists or Revolutionaries?
Alternative approaches to advertising are no longer a novelty, they’re all that's left.