MELBOURNE: Leo Burnett global creative head Mark Tutssel claimed the days of selling are dead, in a talk to MADC members.
Tutssel spoke at the event about the changing nature of creativity and advertising and his views on the future of advertising.
“It’s about activating and amplifying human purpose in a fresh new way,” he said.
"It's our duty to be creative and interesting. We don't have the divine right to people's attention."
The chairman of the 2010 Cannes film and print juries, who recently judged the ANDY Awards said he was disappointed in the work this year.
“I don’t know what I was expecting but I was expecting something. The cupboard was bare - and that frightened me,” he said.
Tutssel also spoke about the task of reshaping Leo Burnett worldwide and how that process has scared a few people, including clients.
“Clients know the road is running out and they have to change the way they operate. It is difficult – there are clients out there who hide behind research.”
Tutssel is in Australia until Sunday as part of the Leo Burnett's quarterly Global Product Committee being hosted by Leo Burnett Melbourne.
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