Ten years ago, if you'd asked any creative what inspired him or her, you would have had some weird and wonderful answers. Today (page 26) although there are still some weird and wonderful approaches, the effect of the downturn is detectable in some very pragmatic responses. Lowe's Ed Morris uses strategy as the starting point, while Leo Burnett's Jim Thornton suggests looking at the business strategy of the competition.
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What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...
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