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Tue 12 Aug 2008

Comment: Front Director says 'Don't do new, do better!'

Joe Chetcuti

Advertising / England & Wales

I was asked the other day, by a potential client, what his business could do differently with its communication programme as he was looking for a unique way to advertise - ideally something that had never done before. Why? Because he didn’t think the current campaigns were working as hard as they could be. So, rather than solving that problem, his instinct was to just start all over again.

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