You think “creative” is something that’s “nice to have.”
We know creative is something you must have
The next 13 minutes will change your outlook
Information used in this video includes Orlando Wood’s work in the books:
Lemon and Look Out
Other data from IPA.co.uk and Les Binet & Peter Field from The Long and the Short of It
And econometric research from Kantar
Now go make something amazing.
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More yummy words to read:
The message makes the media work.
The media does not make the message work
The war between long-term and short-term advertising is a false choice.
Instead of making a product to sell to customers, ask what the customer wants, and then make the product.
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