In this session...
In most agencies, the clients who pay the most money don’t get that agency's best creative product. Kevin Chesters, Executive Strategy Director at mcgarrybowen London, will explore how ridiculous this is, why it happens, who is responsible and what needs to be done to make things better.
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The case for creativity has been made. Peter Field, Les Binet, John Kearon et al - have long conclusively proved the direct link between creatively awarded campaigns and commercial effectiveness. Heartstrings and Pursestrings. Fame and Purchase. Why does there often seem to be a disconnect at agencies between the clients who pay the most money in fees, and the clients who win all the awards? Let’s investigate.
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