Copywriter and a brand consultant Hadji Williams pens a very interesting piece on why agencies get it wrong:

“You waste the next meeting or so having to convince people who would never hire anyone who looks like you or live near anyone who looks like you that you actually know a little more about your community than they do. “I think we should focus group this,” an AOR exec usually offers up.”

Talent Zoo Opinion Piecehttp://www.talentzoo.com/content/guestcolumnists/article/183.aspx

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