"If you look at where all the best ideas in advertising are created, it tends to be in places where taking risks is acceptable. Where budgets are small and under the radar. Where not too many people want to be involved. Where the agency or client has nothing to lose. Where the environment or culture is forced to deal with risk on a daily basis."- William Charnock, JWT NY
1 comment:
Couldn't agree with you more. I run a small creative shop in India called mcsquare,and everyday we're forced to take risks. More as a means of survival than in plain pursuit of creativity. So you've hit it spot on.
Kartik
mcsquare, India
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