Management and Creativity

In William B. Lewis of Kenyon & Eckhardt's speech at the 1965 annual meeting of the American Association of Advertising Agencies (4A's), he argues how having a creative man among an agency's top management ensures the production of better work.

Management and Creativity

William B. Lewis

I would like to start by reminding you of the marketing kick agencies were on a few years ago. As the domination of the production man faded and we entered an economy oriented to sales and distribution, the word "marketing" became a big word in our language and in the language of our clients. However, the definition of the word varied considerably. Some sophisticated advertisers, spotting the trend early, went all out, appointed chief executives who were marketing men, and adapted their entire organizations to a marketing pattern. Some, on the other end of...

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