Toward A Sustainable Agency

Toward A Sustainable Agency
Advertising

A Creative Director implores the industry to re-think traditional process fundamentals

Jackie Rangel
  • 24 august 2010

Fed up with tossing aside an excessive number of ideas as creative byproducts, Saatchi and Saatchi’s James Cooper thinks that the creative industry should start taking cues from other processes and products of late that are rethinking their sustainability levels. He suggests that the traditional agency approach, fueled by collaboration and an eagerness to please the client, should be swapped for a cleaner process that values careful deliberation on the front end.

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