Chris Harrison: Managing Expectations About Creativity

Chris Harrison: Managing Expectations About Creativity
Advertising

Time is of the essence these days. But there has to be adequate time dedicated to the complexity of the task. A promotional radio spot can be conceptualised and made in a day. But an idea that will persuade consumers to eat twice as much chicken each week will take longer.

Chris Harrison
  • 27 april 2011

Last week we considered the barriers which impact on the ideation process. All too often a lack of consensus between marketer and Ad Agency at briefing stage leads to a disappointing outcome. And we defined that outcome as the acceptance of ideas that are below par.

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