by Vivek | Sep 30, 2015 | Selling Creative Work
As I travel around the world working with Agencies I am confronted by the sad fact that Ideas are seldom sold through in the first presentation. In fact, I sense a certain complacency setting in- Agencies are starting to see this as some sort of a cat and mouse game...
by Vivek | Sep 23, 2015 | Advertising
Marketing veterans are familiar with the 4P’s of the Marketing. If the Product,Price, Place and Promotion are right, there is good chance that success will follow. Like Marketing, Advertising has its own drivers of success. Agency Management would be well advised to...
by Vivek | Sep 9, 2015 | Creative Briefs
The Creative Brief is the Holy Grail of Advertising. No one knows what it looks like or where to find it, but everyone is looking for it and is certain that when it appears, all will be well. A lot has been written about improving the Brief. Anyone who has spent ten...
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