The Next Creative Revolution
R/GA's nick law has written a very good article on how he sees the advertising world adapting itself to a changing (digital) age.
If anyone is worth listening to about the future of digital design it's R/GA. They have been through all of it's incarnations since before the dawn of time. I fully agree with Nick's points, although i wouldn't level it so squarely at Bernbach. Either way the change in 'big agency' mentality is something i've been writing about for a while and i'm surprised it's still an issue up for discussion.
Perhaps the landscape is that different in the USA, but i think the shift in approach is gaining momentum with an increasing list of old school agencies hiring experienced digital creatives to executive positions.
Read the article here