Courage is the key today

Schmetterer, Bob
October 2002
Advertising Age;10/14/2002, Vol. 73 Issue 41, p19
Trade Publication
This article discusses the need for advertisers to be courageous in their advertising business. We live in incredibly challenging times, economically, socially, politically. A byproduct of change is a marked increase in uncertainty. We in advertising grapple with it everyday--uncertainty about the future, what the stock market will do, what new accounting scandal will hit the front page, where technology will lead us. It is changing the very nature of marketers' businesses, and of agencies' businesses, too. With uncertainty comes fear. That is of grave concern when applied to the advertising industry. Our business derives its energy from the wonder of the creative spirit--a spirit too easily dampened by hesitation and second-guessing. Fear is our common enemy, regardless of which agency signs our paychecks. We must be united against it. Courage makes our work great. It is what empowers us to achieve breakthroughs and brilliant execution of our ideas. If it takes courage to propose new ideas, it takes courage for clients to accept them. But trying times often encourage rather than hinder a brave response.


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