Creatives should be prepared to let marketers share their ideas. If the process is a collaboration not a battle, the results can be award-winning
The client is rising. Does that sound scary? Like a bad movie?
The client’s long dark shadow is creeping towards the creative department. The end of creativity. The last nail in my Cannes Lion coffin?
Well it’s time to face the facts.
Clients are here and they are becoming more and more savvy when it comes to creative. Blame the account guy, HBO or the internet all you like, but it’s fact.
So is it doom and gloom for great work? It doesn’t have to be.
Yes, chief marketing officers (CMOs) are becoming more opinionated, more hands-on and more
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