[Gregory Wilson's] analysis is spot-on, but leaves out one important component: The creative is not totally controlled by the agency. It is always the result of an arm wrestle between the client
wanting a certain amount of "sell" and the creative placing a premium on "fun." If the digital creative is to effectively keep people there for the duration, the clients will also have to buy into
forsaking a certain amount or type of "sell" in favor of that which keeps people interested.
