How the Hyphen Is Shaping the Future of Advertising

Ability to do more than one thing is freeing transcreatives

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Every month, some conference, roundtable, festival interview or trade column presents another thought leader offering a jargon-infested declaration stating that whatever you currently accept as normal is now dead.

The AOR is dead. The 30-second spot is dead. Creative departments are dead. The commercial production company is dead. Print and radio are dead. Your marketing model is dead. All soon to be replaced by whatever the heck that particular pundit is currently shilling. I know it's a sexy, ballsy way to make your case, but enough already with all the DOA.

Tim Roper Alex Fine

We all know that every executive producer at every production company, agency producer and cost consultant is now muttering the same nervous refrain that clients are expecting $800,000 in production for $200,000.



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