OWNING UP TO OWNABILITY

This week we are republishing an article from 4 years ago with a still valid message. Whenever we ask clients to identify the criteria they most often set in judging whether an ad campaign is really great, we invariably hear something like "it should be ownable." Granted, this is not typically the first, nor even among the first, criteria identified; but it is one criterion that almost always gets mentioned.

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The DISPATCHES^TM for June 22, 2008 can be found here:

OWNING UP TO OWNABILITY

It is also available in PDF here:

OwningUpToOwnability.pdf (PDF File)