Gustav von Sydow is Founder and CEO of Burt, a company that creates software for creative agencies.
Gustav Martner is the Sweden-based Executive Creative Director at Crispin Porter + Bogusky Europe. Leading up to this role, he was co-founder of Daddy, the renowned web agency that was acquired by CP+B earlier this year.
They had just held the seminar Remix: What Advertising Can Learn From The New Pop Culture at Eurobest 2009.
The great ad man Howard Gossage once said: "The real fact of the matter is that nobody reads ads. People read what interests them. Sometimes it's an ad."
How would that translate into the world of advertising today?