Berndt rejected the view that he’s left the role of being a traditional creative behind. He argued that great marketing has always relied on ideas, whether executed for billboards, TV radio or the internet. “Here is where these labels begin to fail the industry, and burn so many cycles of angst and energy. We should kill them off as fast as we can. What is the Dove evolution video? Which category is that in? It’s a masterful piece of storytelling that used an innovative route to make it more important and personal than it would have been otherwise. There are examples of genius work everywhere, and the best ones blur the lines. The categories are obsolete. If we have to have categories, they shouldn’t be “digital vs. traditional,” they should just be “good vs. bad” (and hey, those create enough angst all by themselves….).”
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