Trident (Metropolitan Police) – Making a small budget go a long way

Andy Nairn, Matt Buttrick and Duncan Snowden

There can be few more challenging briefs than tackling London's gun crime problem. The issue is a highly complex one, closely intertwined with a host of other social problems, from poverty to education, and issues from race to the breakdown of the family unit.
Agency: MCBDAuthors: Andy Nairn, Matt Buttrick and Duncan Snowden

Trident (Metropolitan Police) – Making a small budget go a long way

INTRODUCTION

This paper is all about how you can make a small budget go a long way. As you might expect, creativity is at the heart of our story. But not just in the conventional sense of developing some impactful ads. Instead we will argue that smaller advertisers need to apply creativity in everything they do, from research through strategy to production. Perhaps most of all, we will argue that smaller advertisers need to use media...

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