You can count the number of Creatives who embrace research on one finger. The rest of us desperately try to fight it with lines like ‘you can’t research original ideas’, ‘the group gets lead by its most vocal member’, ‘the public can only judge finished ads, not research material’, and on and on. Good arguments. But the argument against is better – John Webster. Once delivered, it’s hard for us sceptics to know where to go. He loves research. HeRead more
Posts tagged: #The Guardian ‘Skinhead’ ad
Hands Up Who’s Heard Of Frank Budgen?
We’re smack bang in the middle of the age of collaboration. Any press release for a creative hiring now contains that reassuring phrase ‘Known for being collaborative’. (To me it always reads ‘We’re pleased to announce we’ve finally found a creative who will listen to us’.) The feeling the team had creating the work is as scrutinised as what they created. But collaboration means different things to different people. For most of the team it conjures up enjoyable meetings onRead more