Alternative marketing thinking


One Idea. Two Many?

Planner Richard Huntington writes. Once upon a time in a land far away come the appointed hour of the creative presentation, agencies recommended one idea to their clients. It would represent the best solution that they could possibly develop to answer the business problem they had been given. But then agencies like Chiat Day and HHCL change a few things around. They would present multiple routes earlier on in the process at what were termed ’tissue meetings’, nothing could be bought or sold in these meetings but they allowed an early airing for fresh ideas. More.


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