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Essay text:
An
advertising agency could make its creative reputation on one brilliant
commercial, become a great agency with two, and become immortal
with three. And those of us who were part of that time often miss its
clarity and simplicity of purpose. Perhaps that is why—despite the
rise of interactivity and media convergence—we still mostly award,
and reward, creativity only as it is seen on television.
The irony is that we all know that network TV is a medium in
decline. We read daily about the rise of cable, the fragmenting of the
network audience, the changing economics, the aging demographic...
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