Is It The Creative Or The Schedule That Determines Success?

Sep 26, 2008 by Mark Maier

The question is very similar to what came first, the Chicken or the Egg as I look at it but a MediaPost article entitled "Advertising Week - The Future Belongs To Creative" had this to say:
"In the continuing tug-of-war between what drives the train--creative or media--a top Unilever executive Thursday came out in favor of creative. While there is an argument that lackluster ads can still deliver a message with shrewd placement, Babs Rangaiah said if the creative does not drive demand, a strong media plan is not likely to save the day. Rangaiah, the director of global communications planning at Unilever, said if the creative appears banal, it's time to yank the media spend and use it somewhere else."
Ok, she has given her opinion, what's yours?

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