Thursday, June 09, 2005
Oh. I was looking for actionable advice.
The secret to good writing is of course having a provocative subtitle. "Why Ad Agencies Are Viewed as Laborers Rather Than Architects" certainly qualifiies. The rest of the AdAge article is fairly good too. But advice like this can seem insulting: "Building a great strategy begins with an understanding of customer needs. And too often execution [of a campaign] panders to internal audiences versus a strategic insight about the end-user." Well yeah. And when you come up with the perfect way to make a self-focused client realize his creative brief is, well, self-focused, I'll be all ears.