• by Joe Mandese  @mp_joemandese, October 1, 2012

According to one of Madison Avenue’s top creatives – Ogilvy & Mather New York Chief Creative Officer Calle Sjoenell  -- it’s not your father’s advertising campaign.

“I try to define it like, ‘brand stories that people want to participate in voluntarily.’,” he said, adding that in order to do that, “You need to be on the consumer’s side, rather than the brand’s side.”

“It all comes down to you have to tell a brand story that is a long-term thing that is at the heart of what the brand is about,” Sionell said during the “What Is Advertising” panel at OMMA Global, adding, “That, I think, will never change, regardless of the media.”

Then he did a little bit of soul-searching, sharing, “Are we good enough to create the things that end up in the media spaces.”

Time will tell, he said, concluding that it would ultimately be a “generational shift that would be five years in the making.”