My old CD Israel Diaz left Leo Burnett Toronto a few short months ago to start up the Canadian arm of David & Goliath. His founding client was a little brand called Kia Motors Canada and this is the first work we’ve seen out of his new shop. These spots focus on community revitalization acts [...]
Continued from Part I… Now that we’ve discussed innovating on the agency side, the next logical step is to take a look at innovating the client side of the business. The main question being, how badly do your clients want to win? Delivering positive business results for the upper level client-side managers is what matters [...]
As the old axiom goes, the definition of insanity is doing the same thing twice and expecting different results. Therefore, if you’re in need of some truly awe inspiring ideas to save your client’s business, briefing the same creative team will get you to the same place you always end up. Such is the problem [...]
Surf any agency website and you find a similar story. They may articulate it in a funny, rebellious, inspirational or game-changing way but strip away the bravado and you’re left with the same pitch. Sometimes that pitch is customer centric, other times it’s behaviour centric, but it always involves a love of the Big Idea. [...]
A mission statement, by definition, is a short formal statement description the purpose or direction of an organization. Until I read Winning by Jack Welch, I had not seen a mission statement that made sense to me. During his time at GE, his mission was to have each of GE’s businesses be #1 or #2 [...]
