• by Joe Mandese  @mp_joemandese, July 24, 2012

MediaPost columnist Barbara Lippert just posed her opening question to OMMA (Premium) Display opening keynote conversation subject Eric Weisberg by recalling the golden age of Madison Avenue when DDB Founder Bill Bernbach first began pairing copywriters with art directors to create advertising for the new electronic medium of television. Nowadays, that team-up seems quaint, Lippert noted, as agencies team other “creative” specialists to come up with big ideas, especially “creative people and technologists.”

“The group of people is more diverse and more exciting to work with than ever before,” Weisberg, who is executive creative director of JWT, said, referring to the composition of his 50-person team.

Weisberg said the new creative is all about “breaking down the writer/art director rules:

“Sometimes you have a writer, art director and digital designer. Sometimes you have a writer and a game designer. And sometimes you have a writer and a user experience person. It’s not one size fits all,” he said, adding that “bringing all sorts of interesting people together is what makes things interesting.”

“That’s where the creative awakening is happening,” Weisberg declared.