How can agency management create an atmosphere in which good campaigns are born?

Eleven elements are required to create the perfect creative environment. Such was the argument forwarded by David McCall, of McCaffrey & McCall, in this 1962 4A’s (the American Association of Advertising Agencies) Eastern Central Region Annual Meeting.

How can agency management create an atmosphere in which good campaigns are born?

David McCallMcCaffrey & McCall

The somewhat ponderous title which I have attached to this talk is dull but important. The great agencies tend to be the ones whose managements have carefully cultivated a creative esprit de corps in which good men and women worked happily and good ideas thrived. The second-rate agencies tend to be the ones who have failed in this endeavor or not tried at all.

This subject is very much on my mind. As some of you may known, I am very recently...

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