Point of view: The art of not selling

This article argues that agencies struggle to sell creative ideas because clients want and expect bland, regular advertising.

Point of view: The art of not selling

James HurmanPreviously Unavailable

A few years ago, at Colenso BBDO in Auckland, we got a call from Levi's. It was the head of marketing in San Francisco. He introduced himself to our receptionist. She was having a busy moment, heard him say 'Levi's', and put him through to Levi, one of our creatives. Levi came running into the office where I was sitting with our MD and ECD and told us there was a guy from Levi's on the phone wanting to talk to us. He handed us the phone.

The...

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