ThoughtSpurs

I have been reading more and more about the very contemporary concept of always being in beta. I like this idea. When we launched Idealog magazine my mantra was that each issue was a prototype for the next. Since I have given up the mantle of creative director I have noticed that there is less risk taking with the articles and their presentation in favour of a more homegenised and general approach. I think this is a shame because it suggests that a formula has been found that 'works' and invention/innovation becomes subserviant to reiterating the familiar. I am still an advocate for the concept in communications that one must make the familiar strange and the strange familiar - a ditty I picked up from Creative Director Marco Marinkovich when I worked with him at the meteorically successful Hutcheson Knowles Marinkovich agency in the late 80s and early 90s. Having said that, Idealog remains the most interesting business title in New Zealand - if only because we annexed the mos...