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NEW YORK The world has changed, and audiences have become much more fragmented since the advertising industry created its model based around the 30-second TV spot 50 years ago. And according to Ogilvy & Mather senior partner Brian Collins, it’s time to create a new model.
Collins, who is also executive creative director of Ogilvy’s Brand Integration Group, suggested an alternative way of thinking during a presentation at Adweek‘s creative seminar today: a new advertising model following a design-oriented approach.
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