• by Gavin O'Malley , Staff Writer @mp_gavin, July 23, 2013

Jason Sperling avoids a lot of advertising. Yes, the Executive Creative Director at RPA said as much while kicking off the OMMA Premium Display conference in L.A. Recognizing the irony in his admission, Sperling said the bigger point is that display advertising is “being avoided on every front,” so much so that even its creators steer clear of the stuff. What can be done to reverse this trend? Advertisers “need to produce work that gets people to let down their guard,” said Sperling. That requires a “collective creativity,” the likes of which we have yet to see from the industry. It’s about “creative laying,” Sperling added, calling on media planners and buyers to show as much creativity as “creatives.”