‘We want a Patek Philippe!’. I’m told intermediaries hear that phrase on a regular basis. The problem is, most ad agencies can’t do it. Most are unable translate the signals and nuances of the world’s of premium and fashion. It’s why the majority of advertising in those categories is produced in-house. But that’s not perfect either, they may capture the right vibes but they rarely create anything with substance. They rarely position a brand or create long-term adverting campaigns. MuchRead more