Advertising | Ad Industry's Third Revolution
Pat Fallon who was an architect of advertising’s Second Creative Revolution, has recently revealed many interesting facts about creativity and media as a key players in the future of advertising industry. Taught from a long experience full of success and failure Pet Fallcon has juiced his knowledge gained through the years in an interesting new book “Juicing the Orange”.
“Creative is now in media. We’re living in a kind of Wild West, in terms of media. We can invent our own delivery systems!” Said Pet Fallcon pointing at the breakthrough of the BMW Films campaign as a triumph of thinking outside the box, were his agency has been pulled out of ‘sameness trap’ that infects almost all luxury-car advertising. He added “The future of advertising is to become experts on how media is consumed, and by whom.”
Mr. Fallon has written with his longtime business partner, Fred Senn a new book that is considered a guide to ad industry’s third revolution, “Juicing the Orange: How to Turn Creativity Into a Powerful Business Advantage”.
