AKQA’s Rei Inamoto argues that the thing we call advertising is over and offers four guidelines for moving into the next era, when 365-day connection, people-focused stories, and business invention will be key.
“How are we supposed to judge a creative idea versus a product idea?”
This was a question that surfaced during one of the many long judging sessions last week in the South of France where I got to preside over the Mobile category, one of the 16 categories at the Cannes Lions International Festival of Creativity.
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