There are only a handful of clients both willing and able to make brave advertising; but agencies don’t want to say it, writes Memac Ogilvy & Mather Dubai’s CSO.
My HR department has just asked me to relook at the planner job descriptions we have on record to see if they need amending. Reading them was a little bit like watching a black and white newsreel from the 1940s; “I say, don’t our boys in uniform look dashing!” They’re full of the classic descriptions of what planning is about. “Use research to write inspiring creative briefs.” “Conduct focus groups.” “Consult industry publications to ensure an up-to-date knowledge of market relevant data.” “Must be a dab
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
