Buzz-worthy campaigns turn ad-agency creatives into the cool kids of the moment. But behind every copywriter-cum--rock star is a courageous client. Meet the people who had the guts to greenlight this past year's boldest advertising.
My personal favorite is the AMEX My Life My Card campaign. As Diego Scotti,VP of global advertising for American Express puts it - "Authenticity is the thing consumers respond to the most."
That's Right.
Read it at all Fast Company.
Fluff is no substitute for a concept.
HMK
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