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Establish core values at the start of a project, and adopt a fluid process and flat agency structure to create communications that are more flexible, integrated, and efficient, while remaining authentic. Written by Torrence Boone, Cecelia Wogan-Silva, Blair Dore Published April 2012 Topics Stay on top of the latest and greatest Subscribe The goals of advertising might not have changed in the last 60 years – build a trusted and consistent brand image; shift people’s perceptions and behaviors; create work that surprises and delights – but the tools of the trade have exploded. This may be game-changing, but it’s also insomnia-inducing.
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