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NEW YORK With 40 percent of TV viewing on demand by 2006, creatives have to start thinking outside the 30-second commercial box today, not tomorrow, said Fallon president and North American creative director David Lubars in the opening keynote address at the Adweek creative seminar in New Orleans today.
With a slew of facts and figures that showed TV viewing is rapidly changing, Lubars compared creatives to ice delivery men, who were made obsolete by the invention of refrigerators.
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