THE END OF ADVERTISING APARTHEID

In a roundtable discussion, several executives shared their views on how the recession has brought about the end of an era of inequality and prejudice and that DM's image as the dirty end of advertising is fast getting cleaned up. According to Annette King, the chief executive of OgilvyOne London, one of the effects of the recession is that as agencies have cut back, so staff have had to be open to a more varied workload. Christoph Becker, CEO of GyroHSR, also said, that the way agencies are structured has changed. A broader base of staff from varying backgrounds means agencies from any discipline are capable of coming up with the creative idea, in the past, there was advertising apartheid, but that has gone. Mel Cruickshank, the managing director of Lida, added, believes a different type of creativity is required for different tasks.