The Next Creative Revolution

Nick Law is the Chief Creative Officer at R/GA, and he has a few words of wisdom about "integration"...

"..."The Big Idea." It consisted of their famous "funny story" tied up neatly with a conceptual bow called the "tagline." It worked pretty well for 50 years. Making the stories sufficiently funny and the taglines sufficiently memorable was enough to get products attention, so it became doctrine. But now the industry has a problem."

Read Nick's complete article, "The Next Creative Revolution."