By Lesley Bielby

Here’s a familiar scenario. Your client/agency brand team has worked tirelessly to develop a new brand positioning. The consumer research backs it up. The data backs it up. The whole team gives a knockout final presentation to the CMO and she buys it 100%. She sells it to the CEO and everyone is very excited about the possibilities.

But typically, here is what happens next. The brand positioning makes it onto a creative brief. A campaign idea is developed. At best, all agency partners collaborate to make it a multichannel, fully integrated idea that the client brand team buys. It Read full story ›

Source: The Drum