Past inspires when radical is the norm. (Opinion).(innovation is now the normal occurrence in the marketing industry)(Brief Article)(Column)

Simon Marquis, Zenith UK's chief executive and this year's chairman of the Campaign Media Awards jury, strikes a worrying note with his assertion that the "wow" factor was conspicuously absent from a large proportion of this year's entrants.

Too many compositions that were no more than workmanlike and skillful -- too few of them really swung was his general verdict.

One of the Media Awards' jurors, CIA's David Fletcher, said that a great media campaign is like a terrific piece of jazz. While rock is built in layers with everyone in the group doing their own thing, jazz is most effective when instruments bounce a theme from one to the other.

Why …