Bullmore, Jeremy
March 2004
Campaign;3/12/2004, Issue 11, p15
Trade Publication
This article presents solutions to queries related to advertising executives and agencies. A marketing director of a large FMCG client who has a roster of top-quality agencies, can invite one of his four agencies to undertake the role of brand communications strategist. He can pay them to do it. Then he can invite all his agencies to put forward the strongest possible argument they can muster for their own specialist medium. This will encourage not neutrality but fierce, partisan partiality.


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