NYT: R/GA’s Greenberg On The Future Of Advertising

R/GA’s Richard Greenberg, interviewed in the NY times, says the following about the future of marketing:

MR. GREENBERG’S response is that in order to cut through the clutter, advertising needs to be shaken up, and shaken up immediately. All of the corporations, agencies and marketing professionals who jointly hone and fire off a fusillade of messages across the commercial landscape each day, he says, need to overhaul both their organizational structures and how they relate to consumers — particularly the 20-something buyers called “millennials.”

“It’s not about linear communication, and the millennials understand that; it’s about symbols and icons and you click here and you click there and you control it,” he says. “Corporations have to create products that people want and customers are going to help them make that decision — and that means quality, imagination and transparency.”

Madison Avenue’s 30-Second Spot Remover – New York Times