If an agency's role is going to be limited, maybe we could waste less time in pitches, writes Charles Wigley of BBH.
Charles Wigley sees a glimmer of hope for 'wistful Luddites' holding out hope that creativity will return to its former position of pre-eminence.
In an industry that constantly wants to throw out the old and proclaim the new, it's worth remembering that brand-building is about the exact opposite approach, write BBH's Charles Wigley.
For agencies, remembering to refuse when necessary can have positive impacts.
The best way to be fast is to get the sharpest brains you have thinking about the problem together from the get-go.
Why the quality of your creative department bears remarkably little relationship to the quality of your output.
Advertising is a young person's game, but things have gone too far, writes BBH's Charles Wigley.
Pushed into operating in tighter and tighter spaces in terms of ROI, time and resources, is it any wonder agencies struggle to build real differentiation for their clients?
Have you ever heard the adage that you can't have anything fast, cheap and good but rather must pick two? Nonsense, at least when it comes to advertising, according to BBH's Charles Wigley.
As agencies, we spend a lot of time trying to understand our client's buyers. But what about our own, asks Charles Wigley, chairman of BBH Asia Pacific.
Doing things differently takes courage, Charles Wigley notes. And, he argues not doing so sentences brands to sameness and irrelevancy.