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Bob Scarpelli U.S. Chief creative officer, ddb worldwide
I think you’ll see more storytelling humor and entertainment value. Simple spots that will leave you with a smile. Those are the ones people talk about. The days of just presenting information are over. You have to engage the audience. We’re not just competing with other commercials; we’re competing with TV shows. We’ll also see convergence of the message with more media, and creative will improve tremendously on the Internet.
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