I’m reading a book about Bill Bernbach and there is a quote in there that is particularly poignant for all agencies. The quote is attributed to Paul Paulson to do with internal battles about DDB creativity.
The old timers who started with Bill knew what a selling idea was. That’s how they built the agency. They really knew how to sell. The generation that followed were caught up with clever and different as their criteria for great advertising, and that was a world of difference.
The last part of that quote is so true even today when new technologies take precedent over ideas and where form takes precedent over function (when it comes to advertising).