The Advocate: Champion of the Creative Message

The author makes the case for the 'communications advocate' to provide brilliant creative solutions within carefully controlled costs.

The Advocate: Champion of the Creative Message

Conveying the benefits of winning creative to upper management

Joseph KellyTriad Consulting Corporation

Rabid Manufacturing had always been an aggressive marketer. It consistently placed ads in all appropriate trade journals. It had a comprehensive web site that offered online ordering. Its representatives attended trade conferences and often had a booth. Other players in the marketplace admired Rabid Manufacturing and acknowledged that its stature in the industry could be attributed to its strong market presence. Why then, the competition wondered, did Rabid abruptly pull so much of its advertising?

ZZ Tops had some...

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