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On the Campaign Couch ... with JB.(Column)
Q: Should Campaign scrap its Digital Agency of the Year award now every agency is supposedly 'digital'?
Seven years ago, I was asked by an internet conference to predict the future of internet advertising. This is a brutally edited version of what I said:
'In 1955, television was the new medium and there were two schools of thought about it.
Many advertisers and agencies were far from convinced that TV ads would ever catch on. When anyone reminded them that all TV in the United States was successfully funded by advertising, they responded triumphantly: 'Exactly!' It confirmed their view of both TV and America. TV advertising was going to be a flash in the pan: to be greeted warily and then mercifully buried.
The other …
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