Sadly, ad world cedes its magic when it plays it safe for client

Rothenberg, Randall
August 1999
Advertising Age;8/9/1999, Vol. 70 Issue 33, p17
Trade Publication
The article analyzes the status of the advertising industry in the U.S. as of 1999. In the 1980s, during advertising's second Creative Revolution, a dogma seemed to appear every second month. Advertising was a hotbed of communications experimentation that passionately engaged both its creators and the audience. The multiple mantras of the 1980s have been replaced by a single theme line of advertising. After the end of the First Creative Revolution, the industry has become centered on keeping clients content, not on producing enticing communications. It has become obsessed with its own bureaucratic prerogatives, not on promoting originality or novelty.


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