• by Joe Mandese  @mp_joemandese, October 1, 2012

Asked by moderator Bob Liodice whether “media is the new creative,” Unilever’s Rob Candelino quipped, “It’s always been creative. It’s not the new creative.”

Touche.

But Targetcast’s Steve Farella added that we’re entering a “2.0” phase of media creativity, which is figuring out how it works better with the stuff developed by the “creative” shops.