Should planners defer to creatives?

Successful advertising does not always need a new strategy: sometimes it is only necessary to express an existing strategy in a creatively new way.

Should planners defer to creatives?

Paul Feldwick

Q Sometimes, the best advertising emerges from very tired old strategies. A lot of very effective advertising takes a bland fact, such as 'beer is refreshing', or 'Land Rovers are good off-road', and simply...

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