The Creative Conundrum
Recently my firm was in a final pitch and lost. Losing hurts, but it also allows you to look back and find ways to improve. First there were 12; then 4; and finally just Johnson Direct and another firm. But this post is really about the key differences between “killer” creative and the kind that gets results.
Some takeaways from the experience:
* Despite the critical importance of relevancy, better-looking creative still wins out. We can talk until our faces turn the same color as a Minnesota Viking uniform, but most marketing communication professionals put aside the results that win and gravitate toward
