Charles Wigley
Jan 25, 2018

Can we all stop developing advertising the way small children play football?

When everyone is running to one spot, BBH's APAC chairman despairs.

When playing football, young children tend to chase the ball around in a single group. It's very sweet, but not terribly effective.

In our business the 'ball' is proximity to the creative idea.

The other day I was on the receiving end of a media-agency presentation that was 60 or so slides long.

It was articulate and well written, which was nice. But it was also largely devoid of...

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