communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.


Business and creativity

Advertising is an appealing business because it looks like easy work, lots of cash and glory. I mean not even movie making sounds this good; in movies you have to learn scripts which is, well, some sort of work. But in advertising you simply have to be talented.
Now, one thing I have noticed about advertising in Romania is that it is seldom if ever concerned about the business part of the work. There is no interest in knowing the boring details of the client's business, market share, distribution, all that crap. It's mainly about ideas and creativity. And again I wonder, and I seem to be doing that a lot, how can an industry that was born out of the need to assist business in getting better results survive if it loses interest in what it was, ultimately, supposed to help with?

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