Does creative like Levi's still wash?

Paul Feldwick

Q Our hugely talented and experienced creative director still insists that every brief must be based around a single minded proposition – preferably one that comes from 'interrogating the product'. I have serious doubts about whether this model makes sense, but I find it hard to argue with someone who has had such a lot of experience and success making ads. Am I wrong?
Strategy director, creative agency

A Both these ideas – the 'single minded proposition' and 'interrogating the product' – have a long and eminent tradition in the ad agency world. They're associated with many great ad practitioners, who seemed to build successful campaigns and often large personal fortunes around them. Who are we to argue?

But you could start by asking your creative director a question – why did Nick Kamen go into the launderette?