Why Traditional Media Isn't Dying, and 4 Other Myths of the Digital Era Dispelled

Are copywriters really dinosaurs?

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"We are no longer creative people. We are inventors!"

The cyber jury president at Cannes Lions International Festival of Creativity proclaimed this four years ago, but today I argue it couldn't be further from the truth. Contrary to conventional wisdom, and despite the disorientation that digital technology has wrought, "traditional" conceptual thinking is still fundamental to marketing.

Today's digital era calls for change—but not to bow to the algorithmic salvation of big data, or to the gee-whiz draw of viral video.

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