Fred Poppe

Quality creative can't be rushed--it should be nurtured By Lois Geller Last week a potential client came to see us here in Florida. The chairman told us he needed creative for a new e-commerce site and infomercial—and he needed it fast. "How fast do you need it?" I asked slowly, watching our creative director's newly acquired tan fade before my eyes. "Three weeks," he said. "I've found that when you press the creative team, you get better work." Hmm. When did we ever do great creative—fast? Well, we once had to do a subscription mailer in an hour and a half: copy,

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