THE PENNY DROPS
July 1, 2008 – 3:43 amHow and when did the penny actually drop?
I had taken part in a lot of creative leaps over the years, but it was not until 1999, nearly two years after I became chairman and CEO of Euro RSCG Worldwide, that I resolved to drive CBI thinking throughout our global agency. In New York and Chicago, in Paris and Buenos Aires, in Amsterdam and Sydney, I had seen evidence of great CBIs springing up all across the network. In fact, the successes of many of our agencies around the globe were a direct result of unorthodox thinking—creative thinking that got to the core of business strategy.
I wanted more.
We started to experiment with a number of our key creative agencies. The premise was to figure out how we could use this resource more effectively, how we could use what is one of the few reasons that advertising and marketing communications agencies exist—in other words, creative thinking—in a more effective way. As is so often the case, one of the first places the experiment manifested itself was not in the laboratory, but in the real world.
Taken from : “Leap” A Revolution in Creative Business Strategy
One Response to “THE PENNY DROPS”
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By Daniel on Jul 13, 2008 at 7:59 pm