The article details advice for a research agency which is finding it hard to get its new approach (to evaluating and developing integrated communications ideas) accepted: those to whom it is presented love it, but internal stakeholders resist it, because they want the security of what they have always done.
New ideas need a return to basics
Paul Feldwick
Q We have developed a new approach to evaluating and developing integrated communications ideas. Everyone we present it to loves it, but is frustrated that their internal stakeholders, who want the security...
