Experience Stern | News & Events

Excerpt from Forbes -- "The temptation in developing Super Bowl ads is to go part way: to create the ads that seem clever in some way, but not strategically sound or effective in achieving important brand objectives. Having been on both the client and agency side, I know first-hand that it can be a tricky balancing act managing the creative process between brands and agency creative teams. The challenge and management skill is to not ... stifle creativity, but also not to loose the incredibly valuable opportunity to increase positive brand understanding. In the end, advertising, no matter how subtle and two-way the communication, is about making more people want to buy, benefit from, or identify with brands."

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