Carling Premier: Creative development that never loses it

Andy Edwards

For the launch of Carling Premier, agency planners sought to harness the productiveness but not the restrictiveness of the creative process.
Agency:Author: Andy Edwards

Carling Premier: Creative development that never loses it

Introduction

At times the creative development process can be a torturous one: battles between client, account team and creatives; the stifling effect of time constraints; most importantly the rejection of ideas that clearly had potential. Anyone in advertising will be familiar with these problems. Anyone who has been involved in the launch of a major new brand will know that the problems are exacerbated when a seemingly blank canvas of NPD exists.

This is the paradox of creative development: it should foster creativity but as often...

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