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Forgive
the
editorial
"we." The best thing about our
"we," is its potential.
The
actual "we" is
often vestigial, obstreperous and
expensive. It can be big. It can be impressive. But, it has a mind and
ego of its own. It needs to be inspired, managed, led and fed.
Mostly, it needs to get paid.
In
an
industry where bragging rights often
rule, a "we" often sells better than an "I." To most, many sounds
better than "one" because it's bigger. Yet, those with tenure in
marketing concept development recognize there's freedom, magic, and
power in "ones."
One
is
small. One never presumes. One
questions. One thinks. One discovers. One finds what others blindly
pass over. One plans and develops new concepts for others to experience
and build upon. One connects. Even at the bigger agencies, it's the
"ones" who focus, think, see, and lead. |
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The
creative
teams
who consistently produce the best, most effective, integral
planning and
communications product are all led by "ones." So, editorially
speaking, we -- here at Hunter Finch Ltd. -- keep our "we" as wee as
possible. . . or until we identify a need that requires anything
less entrepreneurial.
That
said, the campaigns in this portfolio were conceived, written,
developed, produced, placed, tracked and managed by varying teams of
talented visionaries, researchers, planners, account managers, creative
directors, writers, artists, actors, media buyers, producers,
directors, agencies and clients brought together for a purpose. Working
generally from within a small account group team environment -- and in
a variety of capacities -- Hunter Finch is one of the many who
collaborated to ensure their success.
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