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Our interest in politics and social change may surprise people who think our business has anything to do with the world of "Mad Men." Advertising has changed -- we're social scientists now. We take our creative cue from the headlines, not from Business coverage. And what we see is that nothing's simple -- historical events have many strands.
Look back, before there was blogging and handheld devices, to the unification of East and West Germany. Many believe this was the direct result of a speech that President Ronald Reagan gave in Berlin in l987: "Mr. Gorbachev, tear down this wall." No doubt Reagan lit the fuse. But the Wall didn't come down until 1989 -- what happened in those two years? Very simply: the intersection of technology and culture. By the late 1980s, West German television had reached about 97% penetration in East Germany. And Western entertainment -- which Western freedom produces in abundance -- was enormously popular in East Germany. So, in 1989, when Gorbachev announced that he would not use the Russian army to put down the revolt in East Germany, the East Germans were primed to bring the Wall down.
