By John Trahar

Advertising is oppressing itself with the one-off project. In the name of efficiency, we’re risking the consistent voice that determines real brand value, dividing a brand’s resources against itself, and limiting its opportunities for innovation and relevance.

On the surface of the conference room whiteboard, projects seem like efficient answers to the twin problems of complexity and cost. They’re smaller and contained, so it seems like you’re paying only for what you want done. They’re manageable, there’s no big brand decisions or imagination sessions to complicate the job or raise the cost.

But in the reality of the creative enterprise, projects Read full story ›

Source: The Drum