Creative Development: How to Know If Your Creative Is Working (and What to Do If It Isn’t)
Creative development is a recurring thorn in the side of brands. Good creative can anchor a brand for decades. The VW Lemon ad, Apple’s Think Different campaign, Dove Real Beauty, Wassup (wassssaaaupppp?) — these creative executions not only delivered for the brand but have also emerged as cultural icons. For instance, Mad Men talks about…