Ignore the Research and Trust Your Gut
Lisa Sanders,
Advertising Age,
Nov 03, 2006
This is actually good advice. David Jones, CEO of global agency network Euro RSCG Worldwide "exhorted listeners to stop asking permission." He argued, speaking to advertisers (but he could just as well have been speaking to academic), "Our industry cannot delegate the creation of brilliant ideas to consumers. We have to be at the starting point," he said. "Consumers can take off from there."
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