NPR just aired a story about how the advertising business is changing.
They interviewed David Lubars, a creative guy at the huge global ad agency BBDO. Here’s what he said:
There is risk and intuition and gut involved in this business. You can’t fight it. Everyone wants to test everything and find scientific evidence of what works and doesn’t work. But you’re talking about creativity, and what will move someone.
Everyone wants to know what the next big thing is. There’s no way of knowing, you just have to be ready to work with it when it happens. –David Lubars, BBDO
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