By Simon Derungs

Reflecting on a past client relationship and brand campaigns gone by, Simon Derungs of The Maverick Group anecdotally affirms that while there’s nothing wrong with playing it safe, safe is often synonymous with unseen.

I have an admission. I once presented a new campaign to a client that I was sure they’d love. We’d answered the brief, then the re-brief, addressed every challenge, and pulled it all together with some lovely design – practically tied it up with a ribbon.

A job well done. The clients smiled, nodded at each other, and thanked us for all the hard work. It was looking Read full story ›

Source: The Drum