To succeed on the Internet, agencies should heed Burnett.(Viewpoint)

Advertising Age, April, 2004 by Bloom, Jonah

Byline: Jonah Bloom

When Brad Brinegar, now CEO of McKinney & Silver, was just a young pup at Burnett he used to sneak down into the agency's vaults at lunchtime and trawl through the filing cabinets to find old notes from the agency's great founder. He recalls finding an interesting memo sent by Leo back in 1954, in which he told his managers that TV would change their business and that they had to be ready for that change.

In the memo, as Brinegar recalls, Leo also suggested it would not be enough simply to hire new people who know how to make ads for TV, because the existing staff-whose focus was mainly on producing print ads-would also have to understand and be able to work in the new medium.

As we consider the development of the Internet...

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