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In terms of what it means to creative and as addressability is deployed, I think it
is the opportunity for a creative renaissance. Right now, creatives are essentially kind
of pigeon-holed to, “I have to find a message that will appeal to the mass.” Instead of
having the ability to create specific spots, reasons why people buy products as opposed
to, I had to come up with a generic version of the spot and show that to everybody. So
I see it as a real opportunity to have a creative renaissance. We're gonna need more creative
message that talks more to the people who really care about the product than to the
mass.