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At Issue } essential reading

Advertising's Revenge of The Nerds

Suzanne Kapner
Tuesday, August 4, 2009

After years of calling the shots, the traditional Mad Men of advertising -- the creative types who cooked up memorable sell-lines like "the ultimate driving machine" -- are increasingly sharing the spotlight with, you guessed it, the nerds. Or as Jon Bond, a co-founder of Kirshenbaum Bond + Partners, which has done work for Target and Panasonic, says, "If we were in India, it would be as if the untouchables had suddenly become the ruling class." What has allowed the lowly quants to sit at the same table as the advertising Brahmin is a new way of thinking about the creation of desire.

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