Everyone’s a Copywriter with Modem’s “Rant” Banner

A year ago in a letter to the editor at the NY Times (link, reg req), I argued that agencies would never support a TV ad model that required them to create hundreds of discrete creative units — one for each micro-target — for every campaign: “Sure, the concept of targeting ads to tiny clusters … Read moreEveryone’s a Copywriter with Modem’s “Rant” Banner