Sunday, August 22, 2010

DEVELOPING A MORE PRODUCTIVE CREATIVE BRIEF - PART 4

August 22, 2010
DEVELOPING A MORE PRODUCTIVE CREATIVE BRIEF - PART 4
"What the hell did we do to deserve this?"

Tony Hayward, CEO of British Petroleum, was quoted in the New York Times, following the explosion of the Deepwater Horizon rig in the Gulf of Mexico, as asking his executive team, "What the hell did we do to deserve this?" Similarly, many senior marketing executives, whose marketers seem to be unable to develop leadership advertising (the kind that not gets noticed but develops a positive ROI), should be asking themselves the same question. Perhaps, it would be very wise for these same executives to reflect less on their marketers and more on their corporate culture, and their leadership role in shaping it.

This is the final installment in a four-part series of DISPATCHES articles titled "Developing a More Productive Creative Brief." It deals with the role of dysfunctional corporate culture and lack of leadership in the failure to develop Creative Briefs that provide strategically appropriate, single-minded direction for the development of leadership advertising, and its subsequent assessment.

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The DISPATCHESTM for August 22, 2010 can be found here:

DEVELOPING A MORE PRODUCTIVE CREATIVE BRIEF - PART 4

A printer / handheld friendly version can be found here:

DEVELOPING A MORE PRODUCTIVE CREATIVE BRIEF - PART 4

It is also available in PDF here:

DevAMoreProductiveCB4.pdf (PDF File)

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