User:Oneeighteeen/Louis LoPresti

LoPresti's main contribution to advertising lexicon started while he was Draftfcb, Chicago where while working on various accounts-he coined the terms "Ask Economy" and "Ask Generation" in an agency white paper. The basic premise of both terms is that western economies, (American in particular) are transitioning from "needs creation" matrices created by brands and their agencies, to "Ask Economy" wherein the both seller and buyer are in mutual dialogue-a dialogue predominated by transparency and lacking the pretense of "marketing". LoPresti cites this less intrusive methodology as the beginning of a new paradigm both for consumption, but for economies in general-the inevitable outcome being the end advertising as we know it.