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What possible reason could there be to hire an independent creative director when you have a highly recognized agency thinking out your advertising campaigns and your collateral materials?
I mean just think about it -- the agency charges thousands of dollars to prepare its creative presentations; so they must be good...right! I mean just look at its facility and the size of its staff; anyone who has grown that big must truly be proficient. In addition, they know every aspect of your business, they are fun to have lunch with and they really do take care of all the minutia associated with your account.
They know that you know that the most expensive advertising campaign you can run is one that fails to get your consumer's attention and earn you market-share. To protect you from these losses, they tell you they need to deploy more of their analysts to evaluate the demographics and marketplace. You think to yourself -- what the hell, it's only a few thousand dollars more and if that is what it takes to catapult the product to the top you go along with their request and give them permission.
The excitement of producing the commercial is always fun and it overshadows the back-room work that is taking place. You can sleep at night knowing the agency has gone into overdrive and the entire campaign in on schedule. There are production crews shooting on location -- the special effects' animators are hard at work -- the voice artists and song writers are near completion and you look forward to post production. In that room you reign supreme and the lattes are always good.
The commercial hits the media. It looks good. Everyone eagerly awaits the results. You and the agency are hard at work on other assignments and your accounting people are auditing all the invoices. Then your phone rings and its finance, they want to know why this campaign went into the red. To make matters worse the commercial is proving to be ineffective and the board wants to know why.
So, let me ask the question again...what possible reason could there be to hire an independent creative director?
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