The Tokyo ADC

The Tokyo ADC and the Decline of Pure Design

Graphis #324 Nov/Dec 1999

The time a campaign is given to prove itself has shrunk from a leisurely two years to three months. This unforgiving attention to the bottom line, driven by Japan's worst recession since the end of World War II, is decidedly not what graphic designers have grown up with. The freedom they were allowed in the past both inspired creativity and rewarded star designers with a position of privilege that will never exist again.