Everyone's got a view on the full-service debate but when it comes to putting the toothpaste back in the tube, Mediabrands executive chair Henry Tajer channels Camus. The question is absurd; there is no tube.
Tajer reckons we're in the platinum age of media and advertising and, wielding the local escutcheon, roo and emu harnessed, that we shouldn't be looking backwards at all.
He likens the change affecting the industry to Darwin's theory of evolution, a survival of the fittest. Those who haven't and don't change won't survive much longer, he said, adding a dose of transparent digital realism to the pithy.
“There is no going back, there is no return, there is nothing but forward,” he said.
See what Henry Tajer had to say when he made his case for the future model of the industry at the Media Sales Summit.
Check back later this week for the opposing views of Cummins&Partners founder Sean Cummins and creative agency stalwart Rob Morgan.
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