Hasta La Creative!

Lewis Lazare of Chicago Sun-Times asked Dan Fietsam, Energy BBDO’s new chief creative officer some interesting questions recently.

Here’s one:

Q. Do you believe the Web will remain a dominant presence in the advertising business 10 years hence?

A. Absolutely. I have middle- and elementary-school-age children. The role of the Web in their lives is not a topic of discussion, it’s simply oxygen. The bigger question is: How will behavior-based media consumption (engagement vs. eyeballs) affect content development? The future belongs to those who can fuse user participation with their evolving brand narrative, and creatively direct the storytelling.

“The future belongs to those who can fuse user participation with their evolving brand narrative, and creatively direct the storytelling.”

I really ought to put that quote on my business card.