By Bradut Florescu, during an APG seminar: "Planners are the only people still working in advertising. Creatives are in Cannes, CS are in Cannes too".
"Inspiring the creatives is the planner's new mantra but creatives are like communists, they need to make a revolution every time."
[with speaker's permission :-)]
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.