The Importance of Format Fit for Format

John Evans: In the 17th century this hierarchy of genres emerged in painting and it denoted their value. At the very top were paintings with narrative and people metaphor all of those things at the very bottom were sort of close up still life paintings, Orlando says. He concludes we should be valuing advertising in the same way that that kind of advertising has greater commercial value so if you're an ad agency you know charge more for it because it's worth some welcome That'll be welcomed a lot of people on the cause that said John Evans. For format fit for format they that's a good good sound bite there Orlando what would have been your top tip anyone think about the creative well I mean