"You have to design your experiences to be flexible—and that's one of the biggest impediments to the traditional advertising world—that's the way they think," he continues. "For 50 years, creatives went into advertising so they could tell 30-second stories. As far as they were concerned, that was the next best thing to working in Hollywood.
"As a result, they're culturally impaired
when it comes to creating experiences online, because a narrative like
that won't work. It might work as a component of a larger whole, but it
can't be the whole experience. So they have to adapt from owning the
brand voice to being a little slice of it, and that's very difficult
~Nick Law, Chief Creative Officer, R/GA