Madison Avenue was long considered the center of the advertising universe, especially in the 1960s. But as that nostalgic decade drew to a close, a new breed of creative execs were making their mark in the advertising industry far away from midtown Manhattan. Their hard work, risk-taking and creative genius shifted the power center of advertising from the east coast to Southern California. Today, many of the best and brightest in advertising are located right here in the South Bay. We sat down with a few of them and discussed their shops, their clients and campaigns, and how being based in the beach cities informs their work and bolsters their creative spirit.