Should planners defer to creatives?

Successful advertising does not always need a new strategy: sometimes it is only necessary to express an existing strategy in a creatively new way.

Should planners defer to creatives?

Paul Feldwick

Q Sometimes, the best advertising emerges from very tired old strategies. A lot of very effective advertising takes a bland fact, such as 'beer is refreshing', or 'Land Rovers are good off-road', and simply expresses them creatively in a spectacularly new or arresting way. When should planners decide to take a back seat and leave the value-adding to the creative team? Rory Sutherland, vice chairman, Ogilvy Group, London

AI agree with your observation. Most advertising, I suspect, derives its persuasive power from something other than the transmission of an abstract idea....

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