The most crucial link in the communications chain is the one you can’t see

The Executive Creative Director, in his signature black roll neck sweater, has just presented his proposed campaign to the senior client; and the client is silent.  Eventually she says, ‘Thank you, Alonso.  As I’m sure you’ll remember, when we signed off on the creative brief we agreed that our core proposition should be that we are the caring company.  Yet – and correct me if I’m wron

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