We need ‘rapid-response’ advertising, ‘because the early bird gets the worm’, says Fadi Mroue.
Blessed were the days when campaigns were planned six months in advance. That gave the agency a month to write a brief, two months to come up with creative, a month for testing, and the rest for crafting and roll-out.
Now try that in five minutes. That’s how long it took for, arguably the best campaign of 2013 to be written, produced, approved and rolled out.
You don’t have to be in advertising to know what the Superbowl is to advertising; with millions watching, the annual sports event becomes the ultimate opportunity for brands to flex their muscles and show their creative and fin
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