Nugroho Nurarifin – It is not always about a fresh start

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“In an industry where the main product is all about creativity, it is of course natural for advertising industry to put a lot of emphasis on newness. Moreover, as innovation is a dominant theme of this age, again, it’s not very surprising to see the deep fascination that the advertising industry has shown towards the idea of beginning something new.

But have we gravitated a bit too far towards the idea of newness? Because our industry is not only about inventing new things.”

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