The Games Advertising Copywriters Play: Conflict, Quasi-Control, A New Proposal

For quite different reasons, account management and creative people feel the need to control creative work.

The Games Advertising Copywriters Play: Conflict, Quasi-Control, A New Proposal

Arthur J Kover and Stephen M Goldberg

I think the cleaner the sheet of paper, the greater the opportunity for passion. The greater the constraint, obviously the less passion that's going to go into it.

Source: Associate Creative Director, New York agency

For most large companies, the translation of marketing strategies into persuasive selling language is customarily reserved to their advertising agencies' creative departments. That translation is neither trivial nor simple. It is beset by the uncertainties of control...

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