Is there still room for art?

Jeff Goodby once stated that he indeed believes that "advertising is art"

I think he has it right. Advertising (and graphic design) IS art. Granted it's art for commerce but it's still art. The creative solutions to business problems that we create have an element that goes beyond the factual, the literal, the practical. There is the visual. The artistic sensibility that telegraphs to the viewer or reader that what our clients have to say is worthy of craft and therefore worth their time.

New media allows executing and changing communications practically in real time. A client can view an on-line ad minute by minute and see what is working and what is not. Agents need to be able to react in real time. "Change the headline" "Try a new visual" "Change the color"

So where does a Brand's visual identity fit in a world of selling and communication that changes so quickly? It may be as simple as the words we choose. Artful language may just have to do the job of conveying the promise and story of a brand. We've all relied pretty heavily on visuals to help convey emotion and trust in what we have to convey.

Perhaps now, words are the new ART.