Moira, Gerry
October 2003
Campaign;10/31/2003, Issue 44, p26
Trade Publication
The author argues that the creative pair system in advertising is an outdated stereotype offering poor value for money and reinforcing a client misconception that advertising is a craft, not concept business. It positions agency creatives further away from the high-value, paradigm-shifting, brand-building end of the communications process and closer to the executional end. This demeans what the best creative people contribute to a client's business. Clients are genuinely bemused at the way D&AD, the British Television Advertising Awards, etc. routinely reward craft skills over the big ideas that transform the way consumers see and value brands.


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