Equity is a word you don’t hear very often in advertising, and yet it’s what Susan Credle, chief creative officer at Leo Burnett USA, wants creatives to deliver – creative equity that can be gifted to the next generation, put out into the world and built upon in years to come. Longevity, she says, isn’t valued or considered as much as it should be in advertising.
“We flip around with messaging so much that it feels like the thing you put your soul into, the longevity of that idea, lasts as long as it’s out there, and we don’t support the Read full story ›
Source: The Drum
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