“If you look at the way businesses are moving now, it’s totally changed. Nobody’s interested in the classic adverts anymore. It’s all so digital and mobile friendly,” says Alok Gadkar, executive creative director of The Classic Partnership. “The classical art director or copywriter doesn’t exist anymore and there’s no space in this market or any around the world. If you can just make beautiful looking ads, then I don’t think advertising is the right avenue for that person anymore.”
For an agency with the word ‘classic’ in its title, it seems Gadkar and chief executive – and original ‘partner’ – Rahul Nagpal are – like everyone else – keen to shake off any asso
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