EDITORIAL: Hockney has the skills to sell creativity

So Michael Hockney has unveiled his new agenda for D&AD. His changes to the judging process (moving it back to London from Brighton and holding the awards night just as the judging is completed) risk obscuring his more important promises - his mission is to help big business understand the importance of creativity. His planning background and ten years as the chairman of the IPA Advertising Effectiveness Awards should equip him very well for this difficult task.


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