Q&A: 72andSunny's Matt Murphy on Why the Best Digital Ideas Are Simple

Plus, his thoughts on Snapchat, VR and emojis

In a world where the average consumers' attention span is now shorter than a 10-second Snapchat video, the best digital ideas these days are "dead simple and clear," according to Matt Murphy, partner and executive creative director at 72andSunny.

To put that statement to the test, Murphy will spearhead the Interactive Advertising Bureau's judging panel of 32 ad executives—which also includes DigitasLBi's chief content officer Scott Donaton and Airbnb's CMO Jonathan Mildenhall—as jury chair for the trade organization's MIXX Awards this year, which recognizes the industry's best digital work. To qualify, work must have run between April 1, 2015 and March 31, 2016, and an awards show will take place at the IAB MIXX conference during Advertising Week in September.

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