Media Creativity
Outdoor: the Creative Medium
David McEvoy, JCDecaux
There is a renowned creative directors maxim, whether real or apocryphal: Got a great idea show me the poster. As posters are the most elemental of advertising forms, a great idea can be judged on its ability to perform on a poster. Stripped to its bone, the creative has to work by itself without the crutch of 30 seconds of mood-enhancing music or the endorsement of a well-known celebrity. Graduate Trainee, Hello Boys, Labours Tax Bombshell, fcuk and more What can a media planner add to creativity...