Back to the future: Where to find an old remedy for the pain of creative development

In this article, Malcolm White proposes that the industry adopts a new way of judging creative development to avoid the danger of merely conducting a taste test.

Back to the future: Where to find an old remedy for the pain of creative development

Malcolm WhiteKrow Communications

One of the reasons why clients and their agencies can find the communications development process so difficult is that it seems to come down to a matter of taste. Your taste, their taste, perhaps the taste of a distinguished and lauded creative director, but taste nonetheless. It gets called 'creative judgement', but really it's taste.

Of course, the problem with taste is that not only is it a complex, difficult-to-define and slippery thing, it's also highly personal. So, clients and...

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