oa Journal of Marketing - Buy great creative, please! : 5 strong voices



I'm not entirely sure whether or not clients are aware of what it is like for an agency to face a blank page. I can only liken it to the start of a university essay exam, or writing a report. The pressure. Where to begin? That point of departure is probably the hardest, most challenging aspect of business an agency has to face. It's the beginning of the creative process. The beginning of original thinking. It's the difference between good and great, bright and brilliant. It's at the heart of our existence. Essentially, it's what we sell, it's our product. And so, it's understandable that it commands attention and can cause considerable angst.


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