• by Wayne Friedman , Staff Writer, July 23, 2013

Vacuums just suck -- especially when it comes creative process in display advertising.

Speaking at OMMA Premium Display in Los Angeles, Jason Sperling, executive creative director of West Coast ad agency RPA, talks up one key principle for creative work: "When work is in vacuum, the work tends to suck." Sperling says when everyone at a agency touches an ad it can be better.

Another principle: It's better to get invited to the party than to sneak in. Consumers are always heavy commercial avoidence.

"People are pre-conditioned to ignore us," he says. So here is another guideline, says Sperling, which is to "surprise and delight."  One example here is a display ad for Ikea where one can adjust the "room size" of a banner ad.