The Future of Advertising in a Fragmented Media World

In the days of Surfer, the media model used to amplify something that was very much focused on TV. Do you think in the rather fragmented media world that we now in, that big advertising campaigns like Surfer that are remembered decades later are possible? I think it's interesting which we're saying that ambition for creative isn't confined to DV, like that ambition for our work touches everything. So I think that's going to live on regardless how the media model evolves.