Jon Steel on planning
Jon Steel
IN PRAISE OF TYRANNY
A long time ago, in an advertising agency far, far away, the marketing director was smiling. “I'm happy,” he said, nodding his head in slow, dramatic fashion to emphasise his point. “I'm very happy.”
Six months into the development of the campaign, it all came down to this meeting. After three rounds of creative work, and focus groups conducted all across the US, we finally had the consumer reaction we had sought. People were engaged by the advertising, challenged, and wanted to continue talking about it long after the last...