Rick Boyko, managing director, VCU adcenter

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More than 20 years ago, David Ogilvy said, "Our business needs massive transfusions of talent. And talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels."

That was true 20 years ago, and I believe it will be true 20 years from now. Creative individuals in the future will probably not be much different than today. They will still be the rebels who want to push us to the edge. They are problem solvers who more than likely still have a discipline or craft. What will set them apart from others -just as what differentiates them today-is how intuitive they are, how different they think and how diversely they can execute.

The big differences are how they react to new and changing cultural influences. The creatives of the future, will have to be much more vassal and have the ability to create ideas that can live in many different mediums. And they will need to create new forms of communication. Creatives of today are beginning to mutate and evolve and some can already be found at Crispin, Modernista!, Fallon, Taxi, where they're breaking down the barriers between advertising, entertainment, gaming and design. At VCU I see students everyday who also see advertising through a prism of changing media venues, where the last thing they think about is a 30-second commercial.

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