If you really think about it, when watching television, you have product placement all the time.

Charlie Rose is the ultimate ad.

But I think technology advertising will have to stop addressing how products are made and concentrate more on what a product will do for the consumer.

It's very fascinating, it's very addictive, and it's incredibly challenging. You're never satisfied. It's kind of like advertising. You're never satisfied

I can't say the advertising model is obsolete yet but it doesn't make a lot of sense in the long range.

Second, we're spending a huge amount of money on technology so that everyone can check out laptops and portable phones. We're spending more money to write our existing information into databases or onto CD-ROM.

Transferring successfully to the next generation means producing work that's as good as or better than the work of the first generation that founded the agency.