Increasing the Odds for Marketplace Success - Advertising Development at FCF/LKP

Describes how advertising development and creation are managed at the agency FCB/Leber Katz Partners.

Increasing the Odds for Marketplace Success - Advertising Development at FCB/LKP

David M Budner, senior vice president, director of Advertising Research, FCB/Leber Katz Partners.

My purpose is to describe the creative development process at FCB/Leber Katz Partners. In doing so, I will also describe what we now call the advertising research department at the agency and provide some detail concerning what we do and how we do it.

I'm not going to try and convince you that our approach to this challenging task is unquestionably the best approach, since I have learned over the past 20 years or so...

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