When asked whether the 30-second TV commercial was dying, Catharine Hays, who directs the Future of Advertising program at the University of Pennsylvania’s Wharton School, said<br />that was “the wrong question.” The right question, she said, is “What’s better than the 30-second ad?”<br />According to Mr. Essex’s book, airline terminals<br />Mr. Essex, chief executive of Tribeca Enterprises, the firm behind the Tribeca Film Festival, is a relatively<br />recent defector from the ad world, where he was a co-founder and the chief executive of the agency Droga5.<br />So it was on Wednesday night that several guests who work in advertising were at the Greenwich Hotel in TriBeCa, where the wine<br />and old-fashioneds flowed freely and a new book called “The End of Advertising” and its author, Andrew Essex, were being saluted.
