As agencies continue to operate with revolving-door policies - seeing new creatives depart their offices before even recalling their names - it's almost surreal that Bruce Bildsten has been nestled within Fallon's Minneapolis office since the bad-hair days of the '80s.

Bildsten oversees the core creative staff of about 30, while primarily handling the BMW and PBS accounts. His work for BMW Films' genre-defying The Hire earned him a 2003 ranking on NY-based Fast Company magazine's Fast 50 - a list of the world's top "champions of innovation" in business and technology.

The latest round of short web-based films has garnered more than 48 million film views, expanding consumer awareness and earning kudos from industry hipsters.

Yet Bildsten's innovative work was disqualified from the Cannes film category in 2002 due to its length - and, conversely, denied a victory in the media segment, where jurors saw the work as pure filmmaking. Enter Dan Wieden, stage left, this year to introduce the Titanium Lion, appreciating work that makes us reconsider the ad path forward. Bildsten notes that the AICP, Clios and One Show "have also figured out ways to reward it" this year.

The origin of Fallon's work was born out of a necessity to create a new template for the BMW demographic. "BMW realized they weren't reaching their core audience: busy people who didn't have time to watch the tube." BMW was frustrated with the limitations of traditional advertising, "both time-wise and performance-wise. [It] led us to consider what some of the great action films have achieved," remarks Bildsten.

"We looked at chase scenes in work such as Ronin" - directed by the late John Frankenheimer in 1999 - "and felt the formula was a better model to showcase what BMW cars can do. That's how it all began."

Bildsten was the one who convinced BMW that showcasing its vehicles as part of a the cast - not as a product - in a short action film was the way to go. Frankenheimer was one of the first directors they used. "We figured supreme production values using great filmmakers would capture the attention of consumers."

As Bildsten celebrates BMW Films' renewed popularity, as well as 18 years at Fallon, what pearls of wisdom can he offer to an industry trying to reinvent itself?

"Never be in the middle," answers Bildsten, who started as a copywriter back in 1982 before joining Fallon. "Be outrageous, be elegant, but never find yourself in that middle area. You'll find your work is more successful for your clients."

He predicts the modern global climate will witness more closures and consolidation as agencies figure out how to make a client's investment go further. "If you live or die for the 30-second spot your days are numbered. Use all kinds of guerrilla and media tactics because there's more to advertising than a 'gag with a tag'."

He credits Fallon's Midwestern mentality as a key element in keeping its creatives grounded. "We have a no-asshole policy," jokes Bildsten. "We're a tight team. You can walk your ad down to the next team and they'll help make it better."

As for the future of BMW Films, "we're not quite sure what the next chapter will be, but there will be a new twist to it all," reveals Bildsten. "Despite press reports to the contrary, it will be back."

FUN FACTS
Best at: Cajoling others into doing great work.
Pet peeve: Loud, phony 'ad gurus' who've never personally done a decent ad.
Nickname: Stork, but no one at Fallon knows that.
Favorite (printable) vice: Night hot tub at my lake cabin, followed by a naked plunge into the icy waters.
Dream car: Pristine 1974 BMW 2002 Turbo, white.
First date: Actually, I just remembered the first one with my wife. She told me she was dating another guy when I called her the next day.
First ad completed: First real ad was a long copy ad for a local clothing store. They had a locally famous campaign and their agency sponsored a 'write an ad contest'. I won, and won my first job with Joe Duffy's agency.
First record: "I am the Walrus", The Beatles.
All-time favorite movie: Dr. Strangelove.

WEBFILES: Fallon Worldwide> http://www.fallon.com