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ADVERTISING

“Identity is cause; 
brand is effect.”

Larry Ackerman

My perception of advertising is simple: before agencies, we have brands, but before brands, we have consumers. My job is to always think about how consumers use to think, behave, need, desire, hate, etc. Consumer is the first step to build a campaign, to create something.

STRATEGY

“However beautiful the strategy,
you should occasionally
look at the results.”

Winston Churchill

Develop brands to make them always present in consumer's head, that's tn best way to show how effective our job needs to be.

 

A Creative Director needs to identify the strategic channels in order to uprise the brand and make it shine for the consumers. To aim this goal, he needs to have a good team, a good team spirit and of course good brief. With this combination, he can do miracles.

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