CP&B rewrites the rule book

Speaking at the Forrester Consumer Forum in the US Jeff Hicks, CEO of Crispin Porter & Bogusky listed his five new rules for advertising and communication.

Interruption as a tool is obsolete.

Let ideas find the medium.

Great ideas, not channels, create buzz.

Get comfortable with consumers messing with your brand.

Business results are the only measure of success.

I wonder who’d feel most uncomfortable with the CB&P way of doing things. Clients or agencies?