10 Principles For Marketing In The Age Of Engagement
Jim CarrollBBH
When I began my career in advertising and attended my first creative reviews, I recall there was a clear priority to the criteria by which scripts or ideas were assessed. First and foremost, the reviewing team would discuss whether that script or idea communicated the core message as defined by the creative brief. Second, and subordinately, we would consider whether that message had been conveyed in a way that would...