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72 “IF A YOUNG GUY SHOULD ASK ME HOW TO BECOME A DESIGNER, I WOULD SUGGEST TO HIM HE SHOULDN’T, AS TODAY THE WORLD DOESN’T NEED PLASTIC OR METAL PIECES.” PHILIPPE STARCK AN INTERESTING PROVOCATION VICKY GITTO, EXECUTIVE VICE PRESIDENT, GROUP EXECUTIVE CREATIVE DIRECTOR, YOUNG & RUBICAM GROUP ITALY Some days ago, I saw an interview with Philippe Starck and he said, “If a young guy should ask me how to become a designer, I would suggest to him he shouldn’t, as today the world doesn’t need plastic or metal pieces.” I think this is one of the most interesting provocations I’ve recently heard, as it gives the idea of how nowadays, more than ever, it doesn’t matter if you are a clever architect, a capable designer or a good advertising man, because the real important thing is how much your thoughts and your projects are relevant to people you are talking to and to the world we live in. Today, the most difficult brief is no longer on our desks but it’s around us. It’s in the streets closest to us and in those very far away. We have different ways to try to settle it. It’s a must to try at any time. ■ 73
74 CHINA IS AMBITIOUS, AND IF THERE IS A CHALLENGE, THIS COUNTRY TAKES IT ON, AND THEN SOME. 75
Page 1: WHAT DO YOU THINK? A Collection of
Page 4 and 5: 4 INTRO- DUCTION DAVID SABLE, GLOBA
Page 6 and 7: 8 UNLEASHING THE ENDURING POWER OF
Page 8 and 9: 12 THE THINKS WE CAN THINK SANDY TH
Page 10 and 11: 16 INNOVATION AS CREATIVITY RICK LI
Page 12 and 13: 20 CINDERELLA- NOMICS JOHN GERZEMA,
Page 14 and 15: the US megabrand has been sending i
Page 16 and 17: 28 THE POWER OF THE SMALL IDEA HARI
Page 18 and 19: 32 THE FUTURE OF SEARCH ENGINE OPTI
Page 20 and 21: CHIP WALKER, EXECUTIVE VICE PRESIDE
Page 22 and 23: 40 CREATIVITY IS THE NEW RELEVANCE
Page 24 and 25: 44 BAD RESEARCH ISN’T BETTER THAN
Page 26 and 27: 48 WE HAVE BECOME A SKIMMING CULTUR
Page 28 and 29: 52 “REMEMBER THIS DAY. 551-DAY-OL
Page 30 and 31: 56 WE FORESEE A WORLD WHERE ALMOST
Page 32 and 33: 60 INTERACTING WITH TANGIBLE EXPERI
Page 34 and 35: 64 WE USED TO TALK ABOUT LIVING ONL
Page 36 and 37: 68 ON A CONTINENT OF A BILLION PEOP
Page 40 and 41: 76 CANNES FEVER NILS ANDERSSON, CHI
Page 42 and 43: 80 THE MOMENT COMES TOGETHER WHEN A
Page 44 and 45: 84 OUR CLIENTS DON’T BUY ADS AND
Page 46 and 47: 88 THEREIN LIES THE PARADOX. HOW CA
Page 48 and 49: set out to better understand the dy
Page 50 and 51: 96 ONE QUESTION STILL REMAINS. IS P
Page 52 and 53: 100 “WE ARE IN THE MIDST OF TOTAL
Page 54 and 55: ecome comparable to TV viewing in t
Page 56 and 57: commonly held practice and applying
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