Don’t hold out for perfection

In his regular advice column, Paul Feldwick considers the case of an agency who's client is refusing to run an ad that has fallen short of pre-testing.

Don't hold out for perfection


One of our clients has yet again postponed the airdate for a new brand campaign because the work doesn't pass the exacting research and judgmental standards that are set for it. He says he can't justify spending the money until we have 'a real winner'. What do you think?Account director, medium-sized ad agency

A Most people, it seems to me, completely miss the ironic point of Lord Leverhulme's apocryphal remark: “I know half my advertising is wasted, but no-one can tell me which half.”

Lord Leverhulme (or, as it may have been,...

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