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
ABoth these ideas – the 'single minded proposition' and 'interrogating the product' – have a long and eminent tradition in the ad agency...