The right way to review
Article Abstract:
Marketers' way of conducting reviews has attracted much attention and has triggered a lot of controversy in the advertising industry. A large number are asking for spec creative without specifying their requirements. It does not help also when rumors proliferate that a contract has been awarded by Bell Canada to Cossette Communications-Marketing based on personal preference and not on merits. An interview with eight marketing executives sheds light on the review process.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1998
User Contributions:
Comment about this article or add new information about this topic:
Reviewing the peer review
Article Abstract:
More advertising agencies in Canada are experimenting with peer review to come out with award-winning executions. In peer review, a proposed ad is evaluated by other creatives, and, in some cases, by other agency employees to refine the ad. Proponents of the practice say peer review represents an alternative to the creative director system, which they say is fraught with dangers because one person is likely to be wrong.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: Public Maxxcom underperforming. Michael Wilson hangs own shingle. Lever goes through major makeover
- Abstracts: Peak Pita performance. The Keith's mystique. When the tall ships come sailing in
- Abstracts: North America's other Metro. Cairns heading for the slow lane. Furniture for city streets
- Abstracts: What larger than life means. Do-it-yourself buying. Underlying differences